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Viant Technology Inc., a leader in AI-powered programmatic advertising, has expanded its Direct Access program through a strategic integration with Magnite's SpringServe video ad server. This move provides advertisers with a more streamlined and transparent pathway to premium Connected TV (CTV) inventory. The integration reinforces a commitment to the open internet by removing non-value-added intermediaries, giving advertisers greater control and efficiency in their CTV campaigns.
Viant expands its Direct Access program with a Magnite SpringServe integration.
The integration creates a direct, transparent supply path for CTV advertisers.
It removes non-value-added intermediaries to improve efficiency and performance.
Advertisers gain greater control and direct access to premium publisher inventory.
The move strengthens the open internet ecosystem against walled gardens.
The partnership supports publisher yield and control over their inventory.
This direct integration with SpringServe allows Viant to connect advertisers directly to publisher inventory, streamlining the programmatic transaction process. By eliminating unnecessary intermediaries, the partnership aims to deliver more transparent supply paths, which translates to improved campaign performance and cost efficiency. This is particularly critical as U.S. CTV ad spend is projected to surpass $30 billion in 2025, increasing the need for optimized and accountable media buying. The model gives advertisers a clearer, faster route to premium CTV supply while simultaneously ensuring publishers retain control and maximize the value of their inventory.
The partnership is framed as a strategic effort to bolster the open internet, offering a flexible and transparent alternative to closed, walled-garden platforms. Tom Wolfe, SVP of Business Development at Viant, stated, “Together, we’re advancing a model that prioritizes advertiser choice and strengthens the open internet at a time when walled gardens continue to limit access and transparency." This sentiment is echoed by publishers like LG Ad Solutions, whose EVP of Global Operations, Kelly McMahon, noted the integration provides "transparency into who’s buying our inventory and ensure[s] media dollars reach our screens efficiently."
This collaboration between Viant and Magnite demonstrates how key players in the digital advertising ecosystem are working to advance interoperability and accountability. By providing a direct access route through SpringServe, they are creating a more efficient and effective marketplace that benefits both advertisers seeking performance and publishers seeking to protect the value of their content.
Viant Technology Inc., is a leader in CTV and AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Viant’s omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best AI-Powered Advertising Solution and Best Demand-Side Platform by MarTech Breakthrough, Great Place to Work® certification and received the Business Intelligence Group’s AI Excellence Award.
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