Viant and AdTegral partner to Expand Programmatic Access for SMB Agencies and Brands

Viant Technology Inc., a leader in Connected TV (CTV) and AI-powered programmatic advertising, announced a new strategic partnership with AdTegral, a programmatic media solutions provider recognized for its data-driven and hands-on campaign execution. This collaboration introduces a first-of-its-kind co-managed, performance-optimized model that allows small and mid-sized agencies and brands to activate campaigns on Viant’s award-winning demand-side platform (DSP) without minimum spend requirements.

This marks the first certified integration of the Viant DSP into a third-party platform, extending Viant’s advanced technology, scale, and performance to advertisers who previously lacked access to enterprise-level tools.

AdTegral has chosen Viant as its exclusive DSP activation partner, citing its CTV leadership, AI-powered platform, and advanced reporting capabilities that help brands maximize performance throughout the customer journey. By streamlining access and eliminating budget barriers, the partnership democratizes programmatic advertising-offering expert-led campaign buildout, optimization, and performance measurement for SMB advertisers.

“Our collaboration with AdTegral supports Viant’s mission to deliver smarter, scalable, outcomes to small and mid-market advertisers,” said Josh Hare, EVP of Sales at Viant. “By combining Viant’s advanced platform with AdTegral’s hands-on activation model, advertisers gain a powerful solution that drives efficiency, precision and measurable impact.”

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AdTegral’s certified programmatic team-comprised of skilled planners and traders from agency Aletheia-will oversee the full campaign lifecycle, from onboarding through optimization. The co-managed model also creates a seamless pathway for advertisers to transition directly into Viant’s DSP, unlocking capabilities such as identity resolution, omnichannel targeting, and real-time measurement across CTV, desktop, mobile, audio, and digital out-of-home (DOOH).

“Viant’s platform-powered by a robust identity graph, AI-driven tools and advanced reporting solutions—represents the future of programmatic advertising,” said Patrick Derdeyn, SVP of Business Development at AdTegral. “We’re proud to partner exclusively with the Viant DSP to bring these capabilities to advertisers seeking immediate impact and long-term strategic advantage through expert-led media execution.”

The partnership will be especially impactful in verticals such as retail, healthcare, and CPG, where performance-driven programmatic campaigns, transparency, and advanced measurement are essential. By combining AdTegral’s activation expertise with Viant’s cutting-edge DSP, the two companies are setting a new industry standard for efficiency and performance in co-managed programmatic advertising.