Viant Technology Retail Platform
Viant Technology, Irvine, California, and its provider of location data, Factual, Los Angeles, announced improvements to Viant’s retail platform that will deliver data on who is walking store floors. By merging Factual’s location data and Viant’s targeting and identity graph, the two form “foot traffic attribution reports” that advertisers can access in real time. The goal is for advertisers messaging shoppers in stores to get a good picture of who is walking those stores and when. Viant, a subsidiary of Time Inc., was recently acquired as part of Meredith Corp.’s acquisition of Time Inc.