Viant Technology Inc., a leader in AI-powered programmatic advertising, has integrated with Wurl to become the first Demand-Side Platform (DSP) to offer scene-level contextual intelligence for Connected Television (CTV) advertising. Announced on August 19, 2025, this partnership leverages Wurl’s BrandDiscovery and IRIS.TV’s IRIS_ID to deliver precise, real-time ad alignment, enhancing engagement and outcomes in the fast-growing CTV market.
Viant is the first DSP to deliver scene-level CTV targeting with Wurl.
Powered by IRIS.TV’s IRIS_ID and Wurl’s BrandDiscovery technology.
Enables real-time ad alignment with scene emotional and contextual data.
Includes Open Real-Time Bidding (oRTB) for premium FAST inventory access.
Viant’s Household ID covers 95% of U.S. adults for enhanced reach.
Addresses fragmented targeting, measurement, and transparency challenges.
Viant’s integration with Wurl introduces a groundbreaking approach to CTV advertising, allowing advertisers to target ads based on the emotional tone and thematic context of individual scenes. “As the first DSP to offer scene-level targeting and measurement capabilities, we are powering a new generation of privacy-safe, contextually relevant advertising,” said Tom Wolfe, SVP of Business Development at Viant. The partnership utilizes IRIS.TV’s IRIS_ID and Wurl’s BrandDiscovery to assign contextual signals to every Wurl impression, enabling precise ad placement that drives stronger engagement and return on ad spend (ROAS).
The partnership includes Viant’s Open Real-Time Bidding (oRTB) integration with Wurl, marking the first time Wurl’s BrandDiscovery-enabled Free Ad-Supported Streaming TV (FAST) inventory is available via direct oRTB in a DSP. This aligns with Viant’s supply path optimization, streamlining access to premium inventory from top publishers. Combined with Viant’s Household ID, covering 95% of U.S. adults aged 18+, advertisers gain unmatched reach and efficiency in the CTV landscape.
Using Viant’s DSP, advertisers can:
Target ads across scene-level emotional and contextual categories.
Access Wurl’s premium FAST inventory programmatically via oRTB.
Identify top-performing scenes with the IRIS-enabled™ Content Report.
Measure and optimize campaigns using Viant’s Advanced Reporting tools.
“Wurl’s mission includes unlocking greater value for both publishers and advertisers in the streaming ecosystem,” said Ria Madrid, VP of Advertising Partnerships at Wurl. “With BrandDiscovery and IRIS IDs enabled across the Wurl footprint and fully integrated into Viant’s DSP, a biddable contextual solution is now activated at unbelievable scale.”
As of August 20, 2025, Viant Technology (NASDAQ: DSP) closed at $12.99, with a market cap of $834.92M. The stock’s 1-month range was $10.63-$13.60, and its 1-year range was $6.95-$15.04, reflecting a 62.38% gain over the past year. This partnership aligns with Viant’s Q2 2025 earnings, reporting an EPS of $0.16 against a forecasted $0.10, with revenue of $65.87M slightly below expectations of $66.19M, signaling strong growth potential in CTV advertising.
Viant Technology Inc. is a leader in 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 Demand-Side Platform by MarTech Breakthrough, Great Place to Work® certification and received the Business Intelligence Group’s AI Excellence Award.
Wurl is a leader in the streaming TV industry, developing innovative technologies for the delivery of content and ads on TV. The company supports publishers, streamers, and advertisers in growing viewership, maximizing revenue, and strengthening brand value.
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