About Viant
Viant is an advertising technology company whose demand-side platform gives brands and agencies programmatic access to display, video, audio, digital out-of-home, and connected TV inventory. Its people-based approach ties campaigns to real households rather than cookies, making it a common choice for omnichannel programmatic buying.
How Prescient AI measures Viant
Prescient AI ingests spend and performance data from your Viant campaigns and incorporates it into the Marketing Mix Model alongside every other channel in your mix. The model measures the incremental revenue driven by Viant-bought media across formats, attributing lift at the campaign and tactic level rather than relying on the platform's own attribution windows.
Why measure Viant with a Marketing Mix Model
Programmatic campaigns spread across display, video, and CTV rarely convert on a click, so their impact shows up in branded search, DTC conversions, and retail sales that platform reporting cannot claim. A Marketing Mix Model captures those halo effects, quantifying what Viant-bought media contributes to total revenue, how it complements your social and search channels, and how returns change as programmatic spend scales.
