It’s been called Web 3.0 or Web3. The new decentralized web represents an evolution beyond the third-party cookies of the past—and the dominance of the walled gardens—to prioritize the individual, their privacy and their preferences. To this end, this next-gen web is better and more empowering for both consumers and marketers. But how can brands confidently understand and enter this new landscape? This interactive content hub, presented by Ad Age Studio 30 and Viant, is a guide to everything you need to know about the new open web. Scroll through for discussions with top executives about how people-based advertising is becoming the leading marketing strategy; what types of issues, like social commerce and sustainability, are top-of-mind for advertisers; and what to keep in mind as you plan your own omnichannel strategy.

THE NEW OPEN WEB

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FEATURED CONTENT

Click through to find in-depth conversations with and explanations from leading executives about how brands can utilize the new open web; an interactive report showing how people-based advertising can enhance both the brand’s and consumer’s experience; and Ad Age’s latest Best Places to Work rankings.

CASE STUDIES

About VIANT

Viant (NASDAQ: DSP) is a leading advertising software company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. In 2022, Viant was recognized as a Leader in the DSP category, earned Great Place to Work certification and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com.

About Ad Age Studio 30

Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in multichannel membership content for Ad Age subscribers, as well as custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.

What the Web Needs Now

Thought leaders from across Viant share their perspectives on finding success in an internet built for our current time of digital transformation.

How can marketers make the most of the New Open Web?

The introduction of new devices and new protocols, along with recent monumental change, has led the web to evolve into something closer to its original promise.

The Internet’s Future is N.O.W.

With a household approach like that offered by Viant, CTV can be a measurable and even more effective marketing channel in the new open web. Here’s how to make the most of CTV advertising.

Connected TV: The Future of Storytelling

The era of cookies and ad IDs is coming to an end. People-based advertising, which improves marketers’ understanding of the effectiveness of their ads and can improve the customer experience, is the way forward.

People-Based Advertising: The Next Evolution for Programmatic

Don’t miss our guide on TV attribution to understand one of the industry’s most popular topics.

The Truth About TV Attribution: What’s Really Possible

Explore the latest industry news about Viant

More News

Are you getting the most out of your supply path optimization (SPO) solutions? We’ve created a checklist to address your SPO success.

What Marketers Need to Know About Supply Path Optimization

Data lakes are everywhere, and yet most brands are only scratching the surface of their capabilities. Here’s what marketers need to know now.

DATA LAKES ARE HAVING A MOMENT—HERE’S WHY

Brands have the opportunity to rethink how they engage with customers online to reestablish consumer trust and improve the internet. What changes when consumer experience comes first?

Why Consumer Experience is Rising to the Forefront of Digital Advertising

Digital out-of-home empowers marketers to reach consumers by the masses with personalized and timely messaging, but as with any new technology, it comes with a learning curve. Our introductory guide provides marketers with the knowledge necessary to leverage programmatic DOOH to achieve their goals.

INTRODUCTION TO DIGITAL OUT-OF-HOME

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Viant's white papers and guides for marketers feature the latest industry research and analysis of top trends in the advertising space.

White Papers and Guides

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Measurement Tactics for a Cookieless World: A 4-Step Guide

Digital advertising measurement and KPIs have never been more important, but too many marketers aren’t using them correctly—read now to make sure you are.

Digital Audio Advertising: A 101 Guide

Programmatic audio advertising represents a massive opportunity for brands to connect with consumers wherever they are via a channel people are passionate about. In this guide, we delve into everything marketers need to know to get started with this powerful medium.

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TV’s Role in an Omnichannel World

In this report, we explore the current state of mind on TV advertising, highlight the ways marketers can break through the distraction of competing screens and examine what the future of omnichannel measurement will look like.

Behind the Rise of E-commerce in America

This white paper explores lasting online shopping trends brought about by COVID-19, and breaks down how e-commerce marketers can succeed in an increasingly crowded marketplace.

HOW VIANT’S DSP ADELPHIC HELPED JOHNSONVILLE SAUSAGE TURN NEW CUSTOMERS INTO LOYALISTS

Explore how Viant's clients are leveraging Adelphic and our people-based data to meet their goals.

Case studies

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How a National Retail Pharmacy Increased Sales with Viant’s Cookieless Solution in Adelphic Software

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How Incrementality Testing Helped Direct-to-Consumer Toy Subscription Company Drive Sign-Ups

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WHY AN ATHLETIC FOOTWEAR BRAND WENT COOKIELESS FOR THEIR LATEST CAMPAIGN

Learn how Viant Household targeting and measurement with people-based partner integrations supported a national retail pharmacy’s goal to increase buyer spend and penetration lift.

Foundations of Programmatic Advertising: Tools, Trends and Technologies

Master the challenges that are top of mind to today’s programmatic traders with our series of free instructional videos. We’ll dive into the latest industry trends, technologies and time-saving workflows. By taking our Foundations courses, you’ll get up to speed on the topics that matter most in programmatic, whether you’re a recent college graduate, seasoned marketing executive or individual consultant.

Learn the latest industry trends, technologies and time-saving workflows, and then take your skills to the next level by getting Adelphic certified.

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Adelphic Certification is a free interactive program that will teach you to master the Adelphic platform so that you can deliver more efficient advertising campaigns and optimize in-platform on the fly. In just two hours or less, you’ll become a power user of Adelphic, adept at executing ad campaigns in a DSP that doesn’t rely on third-party cookies—ensuring you’ll be set up to succeed in a cookieless world.

Adelphic Certification

What Marketers Need to Know About Supply Path Optimization

DATA LAKES ARE HAVING A MOMENT—HERE’S WHY

Why Consumer Experience is Rising to the Forefront of Digital Advertising

The Truth About TV Attribution: What’s Really Possible

HOW VIANT’S DSP ADELPHIC HELPED JOHNSONVILLE SAUSAGE TURN NEW CUSTOMERS INTO LOYALISTS

How Incrementality Testing Helped Direct-to-Consumer Toy Subscription Company Drive Sign-Ups

WHY AN ATHLETIC FOOTWEAR BRAND WENT COOKIELESS FOR THEIR LATEST CAMPAIGN

How a National Retail Pharmacy Increased Sales with Viant’s Cookieless Solution in Adelphic Software

How can marketers make the most of the New Open Web?

The Internet’s Future is N.O.W.

People-Based Advertising: The Next Evolution for Programmatic

Connected TV: The Future of Storytelling

LEARN MORE >

LEARN MORE >

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GET CERTIFIED >

DOWNLOAD THE REPORT

Viant CEO and Co-Founder Tim Vanderhook joins Ad Age Studio 30 Editor John Dioso for a special beachside chat at Cannes Lions on how Viant’s people-based approach to resolve the identity of individuals and households can be a better way for marketers to measure the effectiveness of their media spend.

The role of identity in the cookieless future and Web 3.0

Studio 30 Presents | July 6, 2022

THE ROLE OF IDENTITY IN THE COOKIELESS FUTURE AND WEB 3.0

Studio 30 Presents | July 6, 2022