Viant Technology has bought Lockr, a first-party data collaboration platform,

IRVINE: Viant Technology Inc. (NASDAQ: DSP), a leader in connected TV (CTV) and AI-powered programmatic advertising, has announced the acquisition of Lockr, a pioneering first-party data collaboration platform. Lockr enables content owners to collect, enrich, and activate first-party data efficiently. Keith Petri, the founder of Lockr, will continue to serve as its CEO.

“Addressability is the future of advertising, and Viant’s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem,” said Tim Vanderhook, CEO of Viant Technology. “Keith Petri is a well-known leader in the AdTech industry, with 15 years of dedication to advances in data management. His trusted expertise aligns seamlessly with our vision for the future. Similar to IRIS_ID, we plan to make Lockr’s solutions open to the entire ecosystem, including other alternative identifiers, as Viant is committed to helping the broader open internet succeed.”

Publishers and content owners partnering with Lockr can integrate their first-party data seamlessly, enabling a range of alternative ID partners within the programmatic ecosystem. Typically, data integrations with publishers require significant engineering resources, software deployment, and maintenance.

Lockr significantly reduces the time and resources needed for data integrations, helping publishers accelerate their advertising business by leveraging first-party data.

Additionally, Lockr enables the application of first-party data as a signal in the bid stream, enhancing the addressability of ad campaigns. Viant’s acquisition of Lockr is anticipated to accelerate industry adoption of both Viant’s Household ID and IRIS_ID, while helping publishers offer addressable advertising solutions as an alternative to walled gardens.

“We are excited to join the Viant team,” said Keith Petri, Founder and CEO of Lockr. “Tim and Chris Vanderhook have been leaders in digital advertising for over 25 years and are proven visionaries on the most critical topics facing the industry today, including CTV, AI innovation, identity, and measurement. I am confident that the combination of Viant and Lockr is sure to accelerate innovation and deliver impactful client solutions.”