Chris Vanderhook : Yes, I would add that if you break it out, I’ll put it into two segments, larger customers really, there — the traders there, they focus a lot around the usability and the UX of the platforms. We hear a lot about that, have for years. Anything we can do to make it easier for them to manage spend if they can do that, manage more spend per trader. That’s what they want to do. It drives a lot of efficiencies for them. And if ours is easier to use, we think — we know that, that draws more and more campaign dollars to us. However, in the — I think in the kind of mid-sized enterprise to all the way to the SMBs, we talk a lot about search and social and why it’s so easy to use because it has to be. Really, if you look at search and social, all businesses in theory are available to them.
And historically, open web programmatic small businesses don’t — aren’t going to DSPs and Open Web programmatic because of the complexity. We’re trying to bring down that complexity to really open up the total addressable market. And that’s really where we see what the opportunity is by providing more and more of these tools, it’s going to help the higher end of the market, but also the millions and millions of businesses out there that buy search and social.
Tim Vanderhook : Yes. And we — I mean, to sum it up, we think most businesses should buy search, most businesses should buy social and most businesses should buy TV because that’s what drives those other two channels as well.
Andrew Boone : Sorry. And then I’m going to sneak one last one. Larry, was there a spend number for the quarter in terms of aggregate total spend growth?
Larry Madden : We did — we stopped disclosing that a couple of quarters ago. If you recall last year, there was a sizable delta in the growth rate of spend versus revenue versus contribution ex TAC. And that has converged since we got through that mix shift that we went through in 2022. So the numbers are all very similar. So in Q3, we grew revenue 22%, c ex-T 22% spend would be approximately about that amount as well.
Operator: And Andrew Marok with Raymond James has the next question.
Andrew Marok : Kind of some follow-ups to the last two in some of your commentary in the prepared remarks. So one of the things you did touch on, both in the prepared remarks and in the Innovation Day, is that impact that the types of data enhanced and AI-enhanced products can have on relatively novice users. I guess the question I would have as a result is how do you just tailor your go-to-market strategy to these types of users? And what’s the impact on sales cycles? Are they kind of longer because there’s a longer education or proving out period?
Chris Vanderhook : Yes. Great question. All right. Really what — just — you’re talking about the accessibility of the Viant Data Platform, I mentioned 7 out of our 10 — our top 10 customers used the Viant Data Platform. And it’s really because of the insights they’re able to generate, but they can only generate those insights because they have in-house data science teams. That’s sort of the prerequisite. Many of our customers do not have in-house data science teams. Therefore, it’s a very — when we showcase it, customers love it. It’s a wow factor. However, we’re typically talking to trading teams, and they don’t know what to do with it because they can’t — they don’t write SQL query. They don’t have an engineering skill set.
So really, what we’ve tried to do is lower the barrier there, and that’s really where natural language comes in. You can issue a prompt, ask any question of the data, structured or unstructured data, and they then have the power of a data scientist to be able to gain insights. That’s typically — that’s the largest use case of what’s happening. Those customers that use it, they onboard their CRM file, all their sales data, all their campaign impression logs, there’s an incredible amount of data at their fingertips, and then they then query, they look for insights and then they change really their optimization strategies. We’re now being able to do that instead of writing a complex SQL query, you could just write natural language commands and gain those insights.
So, we really see the go-to-market now is every one of those customers that didn’t have a data science team — we’re now offering it to those traders that they all have access now. They don’t have to write SQL query, and we think it’s going to be really big. And what — the big thing on how it plays out is with better data, they’re getting better strategies and they’re ultimately going to get better returns. So we think that, that just increases the amount of spend that they spend with us.
Tim Vanderhook : But yes, Andrew, ultimately, just to sum it up, we focus on the user interface. That chat user interface is one that Chris described is available to all. The self-service user interface that we offer today, every day, we wake up and think about how to simplify the ad buying process through that interface as well. So it’s a journey that we’re on, but the chat application certainly has a lot of legs to it, both in data exploration and campaign setup and optimization.
Andrew Marok : I appreciate the info really helpful. And then one other question that we get now kind of with the cookie loss appearing to be happening and appearing to be getting closer and closer. Just kind of if you can give us a little bit of a refresher because I know you’ve talked about this a bit in the past around some of the Apple iOS privacy changes. But how does the technology like the Household ID behave if the IP were at risk for signal, particularly for CTV?
Tim Vanderhook : Yes. So when we talk about our data platform, we’re built on a completely non-digital identifier structure. And what we mean by people-based advertising is name, address, phone number, e-mail address. And so when we say household IP that’s not tying it to an IP address, it’s tying all 4 of those data points together at the physical household. So to us, we don’t really see this causing any disruption in our technology. It certainly is a big change for the industry, which we do believe accelerates our growth into 2024 as these environments come out. The positive of the delay, the first time of when Google did delay this post our IPO is that we’re now — we’ve now had a solution in market for many years that many mid-market and large holding companies have been able to test, see the scale, see the accuracy and understand its differences. And so we think we’re really well positioned to grow and accelerate that growth in ’24 once this event takes place.
