Head to Head Review: Viant Technology (NASDAQ:DSP) vs. Baidu (NASDAQ:BIDU)

Viant Technology (NASDAQ:DSP) and Baidu (NASDAQ:BIDU) are both business services companies, but which is the superior investment? We will compare the two businesses based on the strength of their dividends, analyst recommendations, earnings, institutional ownership, valuation, profitability and risk.

Analyst Recommendations

This is a breakdown of current recommendations and price targets for Viant Technology and Baidu, as reported by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Viant Technology 0 3 2 0 2.40
Baidu 0 1 18 0 2.95

Viant Technology currently has a consensus target price of $51.67, indicating a potential upside of 79.71%. Baidu has a consensus target price of $304.22, indicating a potential upside of 62.16%. Given Viant Technology’s higher probable upside, equities analysts clearly believe Viant Technology is more favorable than Baidu.

Earnings & Valuation

This table compares Viant Technology and Baidu’s gross revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Viant Technology $165.25 million 10.25 $20.64 million $20.64 1.39
Baidu $16.41 billion 3.84 $3.44 billion $9.80 19.14

Baidu has higher revenue and earnings than Viant Technology. Viant Technology is trading at a lower price-to-earnings ratio than Baidu, indicating that it is currently the more affordable of the two stocks.

Institutional and Insider Ownership

18.4% of Viant Technology shares are held by institutional investors. Comparatively, 51.7% of Baidu shares are held by institutional investors. 16.7% of Baidu shares are held by company insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a stock will outperform the market over the long term.


This table compares Viant Technology and Baidu’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Viant Technology N/A N/A N/A
Baidu 43.11% 9.77% 5.71%


Baidu beats Viant Technology on 10 of the 13 factors compared between the two stocks.

About Viant Technology

Viant Technology Inc. operates as an advertising software company. It provides Adelphic, an enterprise software platform that enables marketers and their advertising agencies to plan, buy, and measure advertising across channels. The company also offers cloud-based self-service portal that provides customers with transparency and control over their advertising campaigns and underlying data infrastructure; omnichannel demand side platform for ad buyers to manage omnichannel campaigns and access metrics from each channel to inform decisions in other channels; and Data lake, a software and self-service enables customers with differentiated insights, including foot-traffic data reports, multi-touch attribution, and ROAS analytics. In addition, it provides Identity Resolution to reduce the need for cookies by enabling matching of people-based identifiers and allow marketers to reach targeted consumers in a privacy-conscious manner; and onboarding data integrations provides marketers with high match rates to audience insights for segmentation and targeting. The company sells its platform through a direct sales team focused on business development in various markets. It serves purchasers of programmatic advertising inventory; and large, independent, and mid-market advertising agencies. The company was founded in 1999 and is headquartered in Irvine, California.

About Baidu

Baidu, Inc. provides internet search services primarily in China. Its Baidu Core segment offers products for users, including Baidu App to access search, feed, and other services using mobile devices; Baidu Search to access its search and other services; Baidu Feed that provides users with personalized timeline based on their demographics and interests; Haokan short video app; and Quanmin flash video app for users to create and share short videos. It also offers Baidu Knows, an online community where users can ask questions to other users; Baidu Wiki; Baidu Healthcare Wiki; Baidu Wenku; Baidu Scholar; Baidu Experience; Baidu Post, a social media platform; Baidu Maps, a voice-enabled mobile app that provides travel-related services; Baidu Drive; Baijiahao; and DuerOS, a smart assistant platform. In addition, this segment offers online marketing services, which include pay for performance, an auction-based services that allow customers to bid for priority placement of paid sponsored links and reach users who search for information related to their products or services; other marketing services that include display-based marketing services and other online marketing services based on performance criteria other than cost per click; mobile ecosystem, a portfolio of apps, including Baidu App, Haokan, and Baidu Post; various cloud services and solutions, such as platform as a service, software as a service, and infrastructure as a service; self-driving services, including maps, automated valet parking, autonomous navigation pilot, electric vehicles, and robotaxi fleets, as well as Xiaodu smart devices. Its iQIYI segment provides online entertainment service, including original and licensed content; and other video content, membership; and online advertising services. Baidu, Inc. has a strategic partnership with Zhejiang Geely Holding Group. The company was formerly known as Baidu.com, Inc. Baidu, Inc. was incorporated in 2000 and is headquartered in Beijing, China.

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