The following is a press release; its contents were not editorially vetted by The Desk.
Lockr, by Viant, today announced a significant expansion of its audience integration management platform with the addition of several top-tier identity solutions: Viant Household ID, Yahoo ConnectID, First-ID, The Trade Desk’s EUID, and Criteo HEM. These additions, along with existing partners, represent over 70% of the most widely adopted IDs in the industry – according to the latest identifier absorption data from Sincera. Notably, Lockr now supports five of the top seven most absorbed IDs—further cementing its position as a leading solution for addressability across the open internet.
“At Lockr, we are dedicated to simplifying first-party data activation for enterprises,” said Keith Petri, CEO and Founder of Lockr. “Integrating more alternative IDs into our platform empowers companies to take greater control of their identity strategies and test different approaches to optimize audience value.”
These new integrations enable enterprises to seamlessly activate multiple identity solutions through Lockr’s intuitive self-service interface. Following its acquisition by Viant Technology in March, this expanded roster underscores Lockr’s continued commitment to advancing first-party data activation and improving addressability at scale.
“The future of advertising depends on giving industry players more control over their data strategies,” said Rob Beeler, Founder and CEO of Beeler Tech. “With so much uncertainty around which IDs will deliver the best results, a seamless solution for navigating and optimizing these strategies is essential. Lockr is making it easier for both buyers and sellers to transact more efficiently and effectively.”
In an environment increasingly challenged by signal loss where the need for precise audience targeting is paramount, Lockr is making it easier for advertisers and publishers to leverage first-party data. By enabling the collection, enrichment and activation of this data, Lockr improves audience match rates, streamlines media buying and selling processes, and reduces operational complexity. These upgrades result in better targeting, stronger engagement, and measurable business outcomes for both buyers and sellers.
“We’re excited to integrate with Lockr to help publishers enhance monetization through Criteo’s hashed email solution,” said Florent Dancy, Manager, Supply Solutions Architect at Criteo. “This integration ensures that publishers can seamlessly tap into stronger monetization in cookieless environments today and in the future.”
