The digital advertising world is rapidly changing, and so is the demand for seamless identity management. Lockr by Viant has announced a significant expansion of its platform, aiming to make the open internet more addressable and profitable for publishers. By supporting multiple leading identity solutions, Lockr is taking a bold step toward solving complex data challenges across the web.
Lockr Expands Integration With Top Identity Solutions
Lockr now offers a single point of access to the industry’s major alternative identity solutions. The platform has added Viant Household ID, Yahoo ConnectID, First-ID, The Trade Desk’s EUID, and Criteo HEM. This expansion means that Lockr supports five of the top seven IDs, covering more than 70% of industry adoption. This integration reduces complexity, helping publishers and advertisers interact with a diverse marketplace without juggling multiple integrations.
Simplifying First-Party Data for Publishers and Advertisers
Connecting first-party data with identity providers can be overwhelming. With Lockr, publishers and advertisers can now streamline how they manage, enrich, and activate their own data. The platform’s self-service interface allows users to:
- Test various ID solutions with ease
- Activate and optimize data strategies quickly
- Boost match rates for campaigns
By doing so, Lockr provides users with the flexibility and control needed to excel in a fragmented identity landscape.
Powering Addressability and Monetization Across the Open Web
Lockr’s mission extends beyond technology; it’s about empowering the open web. The platform enables publishers to reclaim control of their audience strategies. Thanks to partnerships with companies like Criteo, publishers can activate high-value hashed email IDs and boost monetization—especially in cookieless environments. As digital advertising faces signal loss, Lockr is helping both buyers and sellers transact more efficiently and deliver measurable performance outcomes.
In summary, Lockr identity solutions are creating a unified infrastructure for the next era of digital advertising. By simplifying integrations, supporting first-party data strategies, and championing the open internet, Lockr positions itself at the forefront of industry transformation. The result is a more open, collaborative, and competitive online marketplace for all stakeholders.
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