Viamedia.ai has upgraded its Geo-Graph advertising and marketing platform with Uber’s H3 spatial indexing system, a move the company says will help advertisers plan, activate and measure campaigns more consistently as the industry moves away from individual identifiers.
The enhanced version of Geo-Graph uses H3’s hexagonal grid framework to create a standardized geographic layer across media planning, campaign delivery and performance measurement. Viamedia said the update is designed to give advertisers and agencies a more reliable way to define audiences, reduce wasted reach and evaluate campaigns in a fragmented media environment.
The company said the system is aimed at addressing challenges tied to signal loss, including the reduced availability of traditional digital identifiers that have historically supported audience targeting and attribution. By using geography as a common framework, Geo-Graph with H3 is intended to provide advertisers with a privacy-conscious targeting method that can work across channels and markets.
Traditional geo-targeting can vary by platform, publisher or media channel, creating inconsistencies between what is planned, what is activated and what is ultimately measured. Viamedia said the H3 integration allows campaigns to be built around a single shared spatial structure, giving buyers a clearer view of audience density, estimated reach and market-level opportunity before a campaign begins.
“Agencies are being asked to guarantee performance with fewer signals and more fragmentation,” Evan Rutchik, the President and Chief Strategy Officer at Viamedia, said in a statement on Tuesday. “Geo-Graph with H3 gives them something they don’t get today: a shared geographic truth across planning, activation, and measurement. It’s how geography finally becomes reliable enough to replace IDs, not just supplement them.”
One of the central features of the upgraded platform is pre-activation audience validation. Viamedia said planners and buyers can review estimated reach, audience concentration and the final LFID footprint, using the company’s proprietary identifier, before committing campaign dollars. The company said that shifts more optimization into the planning process, rather than relying primarily on adjustments after a campaign is already live.
Joel Hall, Chief Product Officer at Viamedia, said the H3 integration modernizes geographic targeting for how brands and agencies currently plan media buys.
“As advertisers adjust to signal loss, they need new ways to accurately target their ad campaigns and still deliver the performance that helps grow their revenue,” Hall said. “The shift to H3 modernizes geographic targeting, bringing the capabilities more in line with how brands and agencies want to plan and activate campaigns today.”
Geo-Graph maps billions of data points into a granular, location-based audience intelligence system that can support campaign planning from hyper-local markets to national buys. Viamedia said advertisers and agencies are already using the upgraded capabilities in managed service campaigns, with access for programmatic guaranteed efforts expected to follow.
The company said the platform automatically adjusts based on the size of the selected market, allowing it to scale while keeping insights usable and workflows stable.
