Viant Technology Inc. announced a new integration with Google Cloud?s BigQuery data clean rooms. This collaboration enables the seamless onboarding of privacy-safe, first-party data at scale from the Google Cloud ecosystem into the Viant Data Platform (VDP), enhancing targeting and measurement within Viant?s robust Demand-Side Platform (DSP). As an early adopter during the general availability phase of Google Cloud?s BigQuery data clean rooms, Viant data is now available as a service within Google Cloud data clean room environments. This integration ensures secure, privacy-safe data at scale, allowing advertisers to execute precise media campaigns and achieve closed-loop measurement across the Viant DSP, guaranteeing full interoperability.

This partnership positions Viant as one of the first DSPs to enable a connection with Google Cloud?s BigQuery data clean rooms, paving the way for advanced data activation capabilities in programmatic advertising. With the digital advertising landscape rapidly evolving and third-party cookies on the brink of obsolescence, the demand for reliable, privacy-safe data solutions has never been higher. Viant's partnership with Google Cloud?s BigQuery data clean rooms sets new standards for data privacy and operational efficiency, enabling first-party data matching and measurement through execution in the Viant DSP alongside the cookieless Viant Household ID.