Viant named the ad platform partner for Molson Coors
Viant Technology has entered a multi-year partnership with Molson Coors Beverage Company, becoming the brand’s advertising platform partner beginning in 2026. The collaboration aims to expand Molson Coors’ ability to activate and scale its first-party data across programmatic channels using Viant’s Household ID and identity infrastructure.
Molson Coors selected Viant for its expertise in connected TV (CTV), AI-driven advertising, and identity solutions, positioning the company as a trusted partner to drive measurable marketing outcomes across its brand portfolio.
Partnership strengthens data-driven marketing strategies
Brad Feinberg, Vice President of Media, Digital, and eCommerce, Molson Coors Beverage Company: “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. 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 partnership introduces a shared framework called Findability, a new approach to programmatic performance that focuses on connecting brands with legal drinking age audiences responsibly and at scale. The goal is to deliver measurable value for every impression while maintaining Molson Coors’ commitment to effective and responsible brand-building.
Viant and Molson Coors align on transparency and scale
Tim Vanderhook, CEO and Co-Founder, Viant: “Molson Coors is setting the bar for data-driven marketing and performance. 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.”
The collaboration reflects Viant’s ongoing expansion as a preferred advertising platform for brands prioritizing identity, transparency, and measurable outcomes. Looking ahead, Viant and Molson Coors plan to explore further innovation in connected TV advertising and outcomes measurement, leveraging their shared expertise in data to advance the next generation of addressable advertising.
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