The Challenge
As the industry shifted from contextual to audience-based targeting, every platform needed a proprietary data asset to compete — inferring consumer intent from raw behavioral signals while navigating evolving privacy constraints.
The Approach
At SDC (2000): proprietary ML decision engine predicting ad yield. At Fox Interactive: consumer interest segmentation powering the Fox Audience Network. At Viant: full identity stack with 250M-user graph, 700M devices, 10B monthly data points. Clean-room matching with Experian and LiveRamp, plus Vizio ACR integration tying on-TV exposure to in-store conversions (Mazda, Zales).
Impact
Doubled site-wide CPMs within 90 days at Fox. At Viant, the identity graph powered hundreds of millions in annual ad spend and earned Forrester recognition as a top video DSP in its first year in market.
