Publica by IAS has announced a new integration with Viant Technology's Direct Access supply path solution, enabling advertisers to purchase premium Connected TV (CTV) inventory directly from Publica publishers. The collaboration is designed to simplify programmatic CTV advertising while improving transparency, efficiency, and campaign performance for advertisers and publishers alike.
Publica by IAS announced its integration with Viant Technology's Direct Access solution, creating a more direct connection between premium Connected TV publishers and advertisers.
The integration enables Viant advertisers to activate campaigns across Publica's network of premium streaming publishers while reducing complexity within the programmatic advertising supply chain.
By providing a streamlined buying path, the companies aim to improve campaign efficiency while delivering higher-quality advertising signals and greater transparency throughout the buying process.
“This integration with Viant’s Direct Access is another step forward in making premium CTV easier to access and activate at scale,” said Cameron Miille, CRO of Publica by IAS. “Publica’s goal is to help publishers unlock more demand while enabling buyers to connect with high-quality streaming inventory. Viant is an important partner in that effort.”
The partnership is designed to bring advertiser demand closer to premium streaming inventory by reducing intermediaries between buyers and publishers.
For advertisers, the direct integration offers improved signal quality and more efficient campaign activation across leading streaming environments. For publishers, it creates additional demand from performance-focused advertisers while supporting stronger monetization opportunities and higher inventory yield.
"We are excited to expand Direct Access to Publica’s CTV publisher footprint," said Richie Hyden, SVP of Publisher Solutions at Viant. "Through this new integration, our advertisers gain a direct path to premium CTV inventory that improves signal quality and working media to deliver stronger campaign performance. Publishers also gain increased monetization and yield, making this a win-win for both sides."
As Connected TV advertising continues to mature, reducing operational complexity across the advertising ecosystem has become increasingly important.
The integration combines Publica's extensive publisher network with Viant's advertiser ecosystem, creating a more efficient marketplace where premium inventory can be matched with performance-driven advertising demand.
Publishers benefit from improved monetization while advertisers gain better access to high-quality streaming audiences across trusted Connected TV environments.
“Publica’s integration with Viant creates an efficient path for advertisers to access our premium CTV inventory while helping us connect with demand that values high-quality streaming environments,” said Aulden Kaye Yi, Head of Advertising Partnerships at Philo. “We're excited to partner with both Publica and Viant via this new integration that supports strong monetization for publishers and drives outcomes for brands.”
In addition to simplified supply path access, advertisers buying inventory through Publica publishers can leverage IAS Total TV, providing advanced CTV measurement capabilities including show-level, genre-level, and content rating transparency alongside brand suitability controls.
The latest integration reflects Publica's broader strategy of strengthening infrastructure that helps publishers maximize advertising revenue while enabling brands to reach premium streaming audiences through more transparent and efficient programmatic advertising.
Publica by IAS is a leading Connected TV (CTV) ad platform that works with many of the world's biggest broadcasters, TV manufacturers, and OTT apps, providing solutions to maximize their revenue across their CTV inventory. Publica is part of Integral Ad Science (IAS), a leading global platform that connects AI-powered media quality to real business outcomes — from brand perception to sales lift — empowering brands, agencies, and publishers to drive transparency, reduce waste, and unlock growth across the open web, social, CTV, and audio. For more information on Publica by IAS, visit getpublica.com.
Viant Technology is an exclusively buy-side, AI-powered advertising platform purpose-built for CTV. Viant uniquely combines proprietary content intelligence, household-level identity resolution, and person-level attention signals to connect advertisers with real customers and drive measurable outcomes across the open internet. Through its award-winning AI solutions, Viant is building the future of autonomous advertising, where AI doesn’t just assist the campaign, it delivers real results. Learn more at viantinc.com.
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