Viant initiated with a Buy at Rosenblatt

Rosenblatt initiated coverage of Viant (DSP) with a Buy rating and $20 price target. Viant is a fraction of the size of market leader, The Trade Desk (TTD), but there is room in this rising tide as marketers demonstrably are willing to put money into innovative solutions that drive return on ad spend, the analyst tells investors in a research note. Viant has innovated with a unique identity graph, The Household ID, which uses an expanse of data to place people and devices in context with their home, allowing advantages in addressability versus a minority of bid stream for personally identifiable graphs that form the basis of alternatives like Trade Desk’s UID 2.0, the firm adds.