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AdTech Vendor · Data Provider / Broker · vs · AdTech Vendor

myGaru vs Viant

Structured technology and market comparison · 2026

Direct Feature Comparison

myGaru · vs · Viant
Market Cluster / Sector
myGaruAdTech Vendor · Data Provider / Broker
ViantAdTech Vendor
Platform Focus
myGaru

Telecom-based identity and clean room infrastructure for cookieless advertising.

Viant

Independent DSP focused on CTV, identity and omnichannel measurement.

Company Size
myGaru50–200 employees
Viant201–500 employees
Headquarters
myGaruGB
ViantUS
Year Founded
myGaru2019
Viant1999
Dossier & Alternatives

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Comparison Analysis

What is the main difference between myGaru and Viant?

When comparing myGaru and Viant, both platforms operate within the Demand-Side Platform (DSP), In-App, and Native & Contextual Ads ecosystem. myGaru is positioned as Telecom-based identity and clean room infrastructure for cookieless advertising, whereas Viant focuses on Independent DSP focused on CTV, identity and omnichannel measurement. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.

What are the top alternatives to myGaru and Viant?

When evaluating myGaru and Viant, enterprise buyers also consider other platforms in Demand-Side Platform (DSP), In-App, and Native & Contextual Ads. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.

How do the corporate scale, structure, and headquarters of myGaru and Viant compare?

myGaru is headquartered in GB (founded in 2019) with 50–200 employees. Viant is based in US (founded in 1999) with 201–500 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.

Market Signals

Recent Market Signals & Activity: myGaru vs Viant

Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.

MY

myGaru

Recent Signals

  • ·AdExchangerIdentity

    Ukrainian Startup Unites Telcos on Identity Platform

    MyGaru, an identity-focused ad tech startup, has succeeded in uniting Ukraine's rival telecom operators, including Kyivstar, Vodafone Ukraine, lifecell, and Ukrtelecom, on a single identity platform. The company leverages network-level signals from telecom providers to create pseudonymized identifiers that work across browsers, apps, and CTV without relying on cookies or device IDs. By combining the reach of multiple operators, myGaru achieves over 70% population coverage in its active markets (Ukraine, Vietnam, Azerbaijan), totaling 115 million users. The platform generates one-time tokens for ad requests, ensuring no personal data is shared or stored. Kyivstar reportedly boosted its addressable reach from 35% to 97% after integration. myGaru operates as a data processor, licensing its technology to local partners, and plans to expand the model to other markets.

    • myGaru has integrated all three major Ukrainian mobile operators (Kyivstar, Vodafone Ukraine, lifecell) and landline operator Ukrtelecom.
    • myGaru reaches over 115 million users across Ukraine, Vietnam, and Azerbaijan.
    • Kyivstar increased its addressable reach from 35% to 97% after integrating with myGaru.
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VI

Viant

Recent Signals

  • ·Viant

    Platform Updates: Viant Launches CTV Attention Targeting & Reporting

    Viant announces the launch of CTV Attention Targeting & Reporting, a new platform feature, and introduces the Viant Deals Marketplace to improve advertiser CTV value.

  • ·Viant

    The Real Value of an Ad Starts With Attention

    The national roadshow from Viant and ADWEEK stopped in New York City to explore how attention data can help marketers evaluate creative, media investments, and business outcomes.

  • ·AdweekAttention Measurement

    Attention Data Validates AI-Generated Coca-Cola Ad

    At an ADWEEK Exchange event in New York, part of a roadshow by Viant and ADWEEK, industry leaders discussed how attention data can help marketers evaluate creative and media investments. TVision CEO Yan Liu presented data showing that Coca-Cola's AI-generated 'Holidays Are Coming' commercial achieved a Creative Attention Score of 101, on par with typical holiday ads, despite negative social reactions. The panel, including marketers from Ferrero and Hartz, discussed challenges in measuring CTV's impact and the value of attention data in a fragmented media landscape. Viant's Tim Vanderhook emphasized that attention is a gateway to downstream outcomes and recommended practical approaches for incorporating attention into campaign optimization.

    • TVision data shows AI-generated Coca-Cola ad achieved a Creative Attention Score of 101, comparable to typical holiday ads.
    • Americans spend nearly four hours daily watching TV, but only about nine minutes of actual attention to commercials.
    • Viant and ADWEEK hosted an Exchange event in New York as part of a national roadshow.
View all signals for Viant →

Compare their exact ecosystem overlaps.

Explore all deep relationships in Polaris7. Discover exactly which mutual clients, integrated technologies, and overlapping partners myGaru and Viant share across the market ecosystem.

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