Viant Strengthens Foothold in CTV With Direct Access
06 September 2023 - 10:00PM
Business Wire
Viant’s SPO Program Delivers Scaled Publisher
Growth and Key Advertiser Benefits
Viant Technology Inc. (NASDAQ: DSP), the leading people-based
advertising technology company, has expanded Direct Access, to
focus on the largest, premium CTV content owners, who collectively
represent over 75% of the addressable CTV market in the United
States. Direct Access, Viant’s supply path optimization initiative
launched earlier this year, drives cost efficiencies and carbon
reduction for advertisers by forging direct partnerships with
leading publishers.
Fueled by the growth of Direct Access, Viant’s CTV business is
currently outpacing the overall U.S. CTV market and represents the
largest channel in Viant’s DSP. In addition, Direct Access marks
another step Viant has taken to further its sustainability mission
by creating efficiencies in the digital supply path that drive
carbon reduction.
“We launched Direct Access in early 2023, and our journey since
then has been defined by tremendous momentum and a surge in growth.
Unlike other SPO endeavors, we are squarely and deliberately
focused on representing the buy side and the CTV channel, and this
intentional focus has translated into driving a more efficient
supply path for both advertisers and publishers, alike,” said Tom
Wolfe, Senior Vice President, Business Development, Viant. “Our
program strengthens and optimizes the important connections within
the marketing ecosystem while deepening Viant’s foothold in
CTV.”
To further bolster its supply path optimization efforts, Viant
is also proud to be joining the Prebid.org community. Prebid.org is
an industry-wide initiative that drives standardized, transparent
technology standards for advertising to make it easier for buyers
and sellers to transact in a fully programmatic ecosystem.
“I’m pleased to welcome Viant as a member of Prebid.org. We look
forward to working collaboratively with Viant and leveraging their
knowledge and expertise in creating more efficient, direct supply
paths and SPO initiatives for the industry,” said Mike Racic,
President at Prebid.org.
On October 11th, capitalizing on the momentum behind the Direct
Access program, Viant will host “The Future of Supply Path
Optimization in CTV” at Nasdaq’s headquarters in New York City. At
the event, Viant will join leading publishers and advertisers to
chart a path forward for creating more sustainable, efficient
supply paths in CTV.
Learn more about Direct Access here.
About Viant Viant® (NASDAQ: DSP) is a leading
people-based, advertising technology company that enables marketers
to plan, execute and measure omnichannel ad campaigns through a
cloud-based platform. Viant’s self-service Demand Side Platform,
Adelphic®, powers programmatic advertising across Connected TV,
Linear TV, mobile, desktop, audio, gaming and digital out-of-home
channels. As an organization committed to sustainability, Viant’s
Adricity® carbon reduction program helps clients achieve their
sustainability goals. In 2023, Viant was recognized by G2 as a
Leader in the DSP category and as the Best Software in Marketing
& Advertising, earned Great Place to Work® certification, and
became a founding member of Ad Net Zero. Viant’s Co-Founders Tim
and Chris Vanderhook were also recently named EY Entrepreneurs of
the Year. To learn more, please visit viantinc.com.
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Marielle Gilbert press@viantinc.com
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