Identity-Driven Curated Audiences: Powering Scalable B2B and B2B2C Activation in a Post-Cookie World

B2B and B2B2C marketers are navigating a fundamental shift in how audiences are built, activated, and measured. Third-party cookies are fading, media fragmentation continues to accelerate, and buyers now fluidly move between professional and personal channels throughout the day. Against this backdrop, the ability to reach real people—consistently and responsibly—has become table stakes.

That’s why I’m excited about our strategic partner Fusion92 launching curated audience solutions powered by OMI’s B2B and B2B2C identity spine, soon available directly within Viant Technology’s platform. This collaboration represents more than a new set of segments—it reflects where audience strategy is heading.

Identity as the Foundation, Not an Add-On

For years, B2B targeting relied heavily on proxies: cookies, inferred intent, or narrow professional attributes divorced from real-world behavior. That approach no longer works—especially as decision-making increasingly spans devices, households, and contexts.

OMI’s identity-driven B2B and B2B2C data was built to address this reality. By connecting verified professional identities with consumer and household signals, marketers can reach the same individual across both business and personal environments—without guesswork. This matters because today’s buyers don’t stop being professionals at 5 p.m., and marketing strategies shouldn’t treat them that way either.

The curated audience packs developed by Fusion92 leverage our identity spine to give advertisers scalable, privacy-first access to real decision-makers, consumers, and blended B2B2C households—ready for activation across display, CTV, digital video, mobile, and cross-device channels.

Why Viant Is the Right Environment for This Approach

Viant’s people-based advertising platform was designed to move beyond cookies and anonymous identifiers. Its self-service DSP, Adelphic, allows marketers to plan, activate, and measure omnichannel campaigns using first-party and identity-resolved data—linking real people across devices with precision.

Bringing curated B2C and B2B2C audiences into this environment removes friction for marketers. Instead of stitching together disparate data sources or relying on probabilistic models, advertisers can activate identity-verified audiences natively within the platform they’re already using—while maintaining transparency and control.

What This Means for B2B and B2B2C Marketers

This launch speaks directly to a challenge we hear from marketers every day: How do we reach the right audiences, in the right contexts, with messaging that actually resonates?

By combining Fusion92’s strategic audience design and activation expertise with OMI’s high-quality identity data, marketers gain:

• Consistency across channels – Reach the same individuals across CTV, digital video, mobile, and display without fragmentation.
• Stronger relevance – Align messaging to both professional roles and personal interests, improving engagement and recall.
• Scalability with accountability – Activate at scale while knowing who you’re reaching and why.
• Future-ready execution – Operate in a privacy-first, post-cookie ecosystem built around people, not devices.

Moving from Targeting to Connection

At its core, this initiative reinforces a belief we’ve long held at OMI: effective marketing starts with understanding who you’re trying to reach—not just where ads are placed. Identity-driven B2B2C audiences allow brands to show up with relevance across the full buyer journey, meeting people where they are and reflecting the realities of how decisions are made today.

As curated audiences powered by OMI’s identity spine become available inside Viant, marketers have an opportunity to move beyond legacy targeting models and toward more connected, human-centric engagement. In a crowded media landscape, that’s not just an advantage—it’s essential.

We’re proud to partner with Fusion92 to provide an innovative, high-impact audience solution to brands, agencies, and marketers. Reach out to our team for more details