Viant Technology Inc., recognized for its leadership in connected TV and artificial intelligence driven programmatic advertising, has secured a significant partnership with Molson Coors Beverage Company. Beginning in 2026, Viant will serve as the primary advertising platform for the global beverage company under a newly announced multi year agreement. The collaboration signals Molson Coors’ commitment to deepening its use of first party data across digital channels and advancing its investment in modern programmatic strategies.
With this partnership, Molson Coors will be able to take advantage of Viant’s data infrastructure including its established Household ID identity framework. Viant’s capabilities are designed to assist marketers in connecting with target audiences more accurately and attributing outcomes with greater precision. The selection of Viant comes after the company demonstrated its expertise across identity resolution technology, connected TV innovation, and performance driven media solutions. This positions Viant as a capable partner that can guide the brand portfolio toward stronger and more measurable results in the years ahead.
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The strategy aligns with Molson Coors’ broader ambitions to expand data driven marketing as a core engine behind brand growth. Brad Feinberg, VP of Media, Digital, and eCommerce at Molson Coors Beverage Company, emphasized the significance of identity powered advertising in shaping the company’s future. “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.”
The companies are also collaborating around a new standard for evaluating programmatic success called Findability which refers to the ability to responsibly reach audiences of legal drinking age at scale. The intention behind this concept is to exceed conventional match based targeting and provide more reliable audience connections that translate to meaningful campaign value. It reflects Molson Coors’ mission to maintain high standards in consumer engagement while continuing to advance creative brand building techniques supported by data and technology.
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Tim Vanderhook, CEO and Co Founder of Viant, noted that the partnership demonstrates how Molson Coors is leading the charge in connecting data, technology, and performance. “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.”
As the collaboration takes shape, both companies expect to explore emerging opportunities in connected TV advertising and advanced measurement approaches that strengthen accountability and enrich future marketing decisions. Viant’s continued focus on transparency and results driven solutions reinforces its growing role as an essential advertising partner for major brands aiming to thrive in a rapidly evolving identity landscape.
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