IRVINE, Calif., November 06, 2025 — Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced a multi-year partnership designating Viant as the Advertising Platform for Molson Coors Beverage Company, beginning in 2026.
This new partnership will enable Molson Coors to activate and scale its first-party data across programmatic channels, powered by Viant’s industry-leading Household ID and identity infrastructure along with proven expertise in data-driven media execution. Viant was selected for its long-standing leadership in identity, CTV and AI innovation, establishing it as the trusted partner to drive measurable business outcomes for the Molson Coors brand portfolio.
“Viant will provide Molson Coors with a future-proofed Household ID and identity spine that will power our marketing effectiveness and ambitions in 2026 and beyond,” said Brad Feinberg, VP of Media, Digital, and eCommerce, Molson Coors Beverage Company. “Their transparency, innovation, and leadership make Viant the right DSP partner as Molson Coors continues to lean into the power of data driven marketing to drive digital transformation.”
Together, Viant and Molson Coors are coining a new standard for programmatic performance called “Findability” — the ability to connect brands with the right legal drinking age audiences responsibly and at scale, going beyond traditional match rates. This shared commitment ensures that every impression delivers measurable value, while reinforcing Molson Coors’ legacy of creatively effective brand-building through precision and innovation.
“Molson Coors is setting the bar for data-driven marketing and performance,” said Tim Vanderhook, CEO and Co-Founder of Viant. “Through our shared vision, we’re enabling one of the world’s most iconic brand portfolios to effectively reach the right audiences with the right message — transparently, responsibly, and at scale.”
This partnership reflects Viant’s continued growth as the trusted advertising platform for brands prioritizing identity, transparency, and measurable outcomes. Looking ahead, Viant and Molson Coors plan to explore new opportunities in driving innovation in CTV advertising and outcomes measurement, leveraging their shared data expertise to drive the next generation of addressable advertising.