Viant: Leveraging First-Party Data for Customer Targeting

Viant, a people-based technology advertising company, has been making strides in leveraging first-party data for customer targeting. Despite a previously lackluster stock performance, the company has gained momentum this year with a significant 58% return. This success can be attributed to the growing demand for its first-party data advertising platform in the cookieless future of advertising. Notably, Viant’s financial reviews indicate improving fundamentals, including revenue growth and positive operating cash flows. With ample liquidity and over $200 million in cash and short-term investments since going public, Viant is well-positioned to capitalize on the shift towards cookieless advertising. Moreover, their recently launched CTV Direct Access offering sets them up for strategic benefits in the non-linear TV programming and CTV advertising space. However, it is important to note that Viant does face risks such as increasing competition and potential limitations to TAM expansion in CTV ads. Despite these challenges, the target price for Viant is projected at $13.2 per share, suggesting a potential upside of 29% from the current level, making it a buy-rated stock.

Viant: Leveraging First-Party Data for Customer Targeting

Overview of Viant as a People-Based Technology Advertising Company

Viant is a people-based technology advertising company that provides marketers with a platform to utilize first-party data for customer targeting. By utilizing first-party data, Viant offers a unique and effective way for advertisers to reach their target audience and deliver personalized advertising messages. With its innovative technology and focus on leveraging data, Viant aims to drive more efficient and effective advertising campaigns.

The Importance of First-Party Data in Customer Targeting

In today’s digital advertising landscape, first-party data plays a crucial role in customer targeting. First-party data refers to the information directly collected by a company from its own customers or website visitors. This data is highly valuable as it provides insights into customer behavior, preferences, and demographics, enabling advertisers to create more targeted and personalized campaigns.

Viant recognizes the significance of first-party data in customer targeting and has built its advertising platform around this concept. By utilizing first-party data, Viant enables advertisers to create highly customized campaigns that resonate with their target audience, resulting in higher engagement and conversion rates. This data-driven approach allows advertisers to make informed decisions and optimize their advertising strategies for maximum effectiveness.

Viant’s Performance and Momentum

While Viant’s stock performance has been lackluster in the past, the company has shown signs of improvement and gained momentum year-to-date with a 58% return. This positive momentum can be attributed to Viant’s focus on leveraging first-party data for customer targeting, which has gained traction among advertisers looking for more effective ways to reach their audience.

The market’s recognition of the value of first-party data has contributed to Viant’s performance, as advertisers increasingly seek out solutions that provide them with the tools and insights needed to deliver targeted and personalized advertising campaigns. With its innovative technology and strong positioning in the market, Viant is well-positioned to continue to capitalize on this trend and drive further growth.

Benefits of the Cookieless Future for Viant

One of the key advantages for Viant in the advertising landscape is the shift towards a cookieless future. Cookies are small pieces of data stored on users’ browsers that enable advertisers to track their online behavior and deliver targeted ads. However, with increasing privacy concerns and the rise of ad-blocking software, cookies are becoming less effective and are facing increasing regulatory challenges.

Viant, with its focus on first-party data, is well-positioned to benefit from this shift towards a cookieless future. As advertisers and regulators seek alternatives to cookies, the value of first-party data increases significantly. With its access to rich and accurate first-party data, Viant can offer advertisers a reliable solution for targeting customers without relying on third-party cookies. This positions the company as a trusted partner for advertisers looking to navigate the changing landscape of digital advertising.

Financial Reviews and Fundamentals of Viant

When assessing a company’s potential, it is important to review its financial fundamentals. Viant’s financial reviews show average but improving fundamentals, indicating the company’s ability to deliver consistent growth and generate positive cash flows.

According to the company’s financial reports, Viant has experienced revenue growth and positive operating cash flows. This suggests that the company’s business model is effective and that it is successfully monetizing its technology and services. Improved financial fundamentals indicate the company’s ability to create value for its shareholders and drive future growth.

Viant’s Strong Liquidity Position

In addition to its improving financial fundamentals, Viant boasts a strong liquidity position. Since its public debut, the company has maintained cash and short-term investments above $200 million. This strong liquidity position provides Viant with financial stability and flexibility, enabling it to invest in research and development, expand its market presence, and pursue strategic opportunities.

Viant’s strong liquidity position also instills confidence in investors, as it ensures the company has the necessary resources to withstand economic downturns or unexpected market challenges. This financial strength positions Viant to remain competitive and capitalize on emerging trends in the advertising industry.

Growth Opportunities for Viant with First-Party Data

The shift towards cookieless advertising with a focus on first-party data presents significant growth opportunities for Viant. With its expertise in leveraging first-party data for customer targeting, Viant is well-positioned to benefit from the increasing demand for personalized and targeted advertising campaigns.

As advertisers continue to seek more effective ways to reach their audience and drive meaningful engagements, the value of first-party data is expected to grow. Viant’s ability to provide advertisers with a platform that enables them to leverage their own customer data to create tailored campaigns positions the company for continued growth in the evolving digital advertising landscape.

Strategic Positioning of Viant with CTV Direct Access

Viant’s recently launched CTV Direct Access offering further strengthens the company’s strategic positioning in the market. CTV, or Connected TV, refers to television content accessed through streaming services delivered over the internet. With the growth of non-linear TV programming and the increasing popularity of CTV, advertisers are seeking opportunities to reach consumers through this channel.

Viant’s CTV Direct Access offering allows advertisers to target consumers on CTV platforms, leveraging the power of first-party data. By combining their customer data with Viant’s technology and CTV inventory, advertisers can create highly targeted and engaging ad campaigns. The strategic positioning of Viant in the CTV space positions the company to benefit from the growing demand for CTV advertising and the shift away from traditional linear TV.

Risks for Viant in the Market

While Viant has strong growth potential, there are risks to consider in the market. One of the main risks for Viant is increasing competition. As the importance of first-party data becomes more recognized, other companies may enter the market with similar advertising solutions, potentially increasing competition and putting pressure on Viant’s market share.

Another risk for Viant is the potentially limited Total Addressable Market (TAM) expansion in CTV ads. While CTV advertising is a growing market, it is still relatively new and evolving. If the TAM for CTV ads does not expand as quickly as anticipated or if market dynamics change, Viant’s growth potential in this segment may be impacted.

Target Price and Rating for Viant

Based on analysis and market trends, the target price for Viant is projected to be $13.2 per share, indicating a potential upside of 29% from the current level. This assessment suggests a positive outlook for the company, reflecting the growth opportunities presented by the shift towards first-party data and the strategic positioning of Viant in the market.

In conclusion, Viant’s focus on leveraging first-party data for customer targeting positions the company as a leading player in the people-based technology advertising space. With its innovative technologies, improving financial fundamentals, and strong liquidity position, Viant is well-positioned to capitalize on the shift towards a cookieless future and the growing demand for personalized and targeted advertising campaigns. While there are risks in the market, the overall outlook for Viant remains positive, with a projected target price and rating that indicates growth potential.