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Lockr Expands Its Integration Capabilities to Enhance Open Internet Addressability

Lockr, the powerful audience integration management platform by Viant, is making waves in the advertising ecosystem with a recent announcement of a significant expansion to its services. This move allows publishers to access a single, comprehensive point for the leading alternative identity solutions. As the demand for efficient data management grows, Lockr stands to streamline the processes that govern audience reach and monetization in an increasingly complex digital landscape.

A New Era of Identity Solutions

On April 22, 2025, Lockr unveiled a new feature set that incorporates five of the most widely adopted IDs in the industry, including Viant Household ID, Yahoo ConnectID, First-ID, The Trade Desk's EUID, and Criteo HEM. This integration represents over 70% of current industry adoption, based on insights from Sincera Data. In an age where advertisers seek scalable identity solutions across the open internet, Lockr responds to the needs for a cohesive platform that minimizes fragmentation.

The CEO of Lockr, Keith Petri, emphasized, “Advertisers need scalable identity solutions across the open internet—but the landscape remains too fragmented.” In this context, he highlighted that publishers are scanning for user-friendly methods to link their first-party data with identity providers effectively.

Bridging the Gap Between Publishers and Advertisers

The integration of these identity solutions sets a new standard for interoperability and flexibility in the industry. By partnering with diverse data providers, Lockr enables enterprises to test, activate, and optimize across a spectrum of ID solutions—all from one self-service platform. This shift marks a pivotal moment not just for Lockr, but for the parent company, Viant Technology, which aims to empower the open web and level the playing field against the growing dominance of closed ecosystems.

Experts within the industry, such as Rob Beeler, Founder and CEO of Beeler Tech, underscore the importance of this transition. Beeler remarked that with the uncertainty surrounding which IDs could yield the best results, Lockr’s solution to navigate and optimize these strategies becomes indispensable. The efficiencies gained through this platform will allow both advertisers and publishers to conduct transactions in a more streamlined and effective manner.

Counteracting Signal Loss with Enhanced Data Strategies

In a climate where signal loss presents significant challenges, Lockr's platform serves as a beacon, promoting the collection and activation of first-party data at scale. By dramatically improving match rates and simplifying media transactions, Lockr equips publishers to reclaim control over their audience strategies with better outcomes and greater performance metrics.

Florent Dancy, Manager of Supply Solutions Architect at Criteo, shared enthusiasm about their integration with Lockr, stating, “We’re excited to integrate with Lockr to help publishers enhance monetization through Criteo's hashed email solution.” This collaboration signifies a forward-thinking approach towards maximizing monetization opportunities in a cookieless environment.

Building the Future of Digital Advertising

Lockr isn’t merely creating software; it’s cultivating the essential framework that will undergird the upcoming era of digital advertising—an era where the open internet can flourish without the constraints imposed by monopolistic data control. Lockr aims not just to adjust to current trends but to shape the future landscape of digital marketing.

As Lockr propels itself into this new chapter, it not only enhances its own functionalities but also commits to the broader vision of an interconnected and competitive advertising ecosystem that benefits all stakeholders involved.

In closing, Lockr by Viant is poised to redefine how publishers and advertisers operate in the open internet space, facilitating overall growth and improved engagement within the digital advertising industry.

About Lockr

Lockr by Viant is a leading infrastructure provider focused on the collection, enrichment, and activation of first-party data by leveraging an audience integration management platform. By streamlining data flows and facilitating the management of audience engagement, Lockr helps businesses achieve measurable results in digital advertising.