Viant Technology Inc, a leader in CTV and AI-driven ads, is growing its Direct Access program. This is from a strategic alliance and direct connection with Magnite’s SpringServe video platform. This partnership boosts Viant’s goal of creating a more open, clear, and efficient digital advertising world.
Viant now connects directly to Magnite’s SpringServe ad server. This integration offers advertisers a clearer and faster supply path. Now, they can access publishers directly. By eliminating non-value-added intermediaries, the connection delivers greater control, improved performance, and enhanced efficiency for outcome-based CTV strategies – while simultaneously boosting publisher yield and transparency.
“The Viant Direct Access program has brought tremendous demonstrated value to advertisers, and our direct integration with SpringServe will optimize performance even further by giving advertisers a clearer, faster, more efficient route to premium supply,” said Tom Wolfe, SVP of Business Development at Viant. “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.”
The integration underscores the shared commitment of Viant and Magnite to promote buyer optionality and supply path transparency, offering advertisers flexible, high-quality routes to premium CTV inventory.
Also Read: ON24 Integrates with LinkedIn to Power Next-Gen Event Marketing
“Viant’s Direct Access solution provides another direct option for us to connect with buyers and Magnite’s robust mediation capabilities via SpringServe enable us to unify our monetization levers while retaining control,” said Kelly McMahon, EVP of Global Operations, LG Ad Solutions. “In turn, we gain transparency into who’s buying our inventory and ensure media dollars reach our screens efficiently. This helps us protect the value of our content and data while building stronger, more accountable relationships with advertisers.”
With U.S. CTV ad spend projected to surpass $30 billion in 2025, according to eMarketer, the demand for supply path optimization (SPO) has never been greater. Viant’s enhanced Direct Access program is designed to meet this need by delivering transparency, performance, and efficiency for both advertisers and publishers.
“By integrating with SpringServe, Viant’s Direct Access program gives advertisers seamless access to premium video inventory, faster decisioning, and smarter routing of impressions to the highest performing channels,” said Mike Laband, Group SVP, Revenue at Magnite. “As DSPs like Viant continue to do more with SpringServe, these integrations create a more efficient and effective ecosystem that serves both sides of the market. Advertisers achieve better performance and control, while publishers see stronger demand and more value for their inventory.”
Comments are closed.