Lockr is a first-party data management and activation platform that was acquired by Viant in March 2025. It provides enterprises with the tools to collect, enrich, and activate first-party data while ensuring consumer privacy. Lockr offers a unified solution for managing customer data and facilitating addressable advertising across the open internet. The platform's key features include first-party data collection and enrichment, identity resolution, audience activation, multi-ID support, and email management through its lockrMail service. Lockr serves both publishers and advertisers, enabling them to leverage first-party data for targeted advertising campaigns. It helps publishers enhance monetization in cookieless environments and allows advertisers to improve targeting capabilities and business outcomes. As part of Viant's Direct Access product, Lockr connects directly with publishers and content creators, streamlining the use of multiple identity systems in programmatic advertising.