Strategic Moves in Ad Tech: Viant Acquires Locker

This chapter examines Viant's unusual acquisition of Locker, a consumer-centric email service, exploring its strategic implications for both companies. The discussion highlights Locker's innovative role in managing first-party data and its significance for publishers in the ad tech landscape. The chapter also addresses the complexities of integrating consumer-facing tools with data management technologies to enhance targeting and measurement in advertising.