Viant

Ad industry experts call out trends to watch in 2026 and separate the real AI use cases having an impact today from the AI hype they heard at CES.

argue the Outcomes Era is already fading, writes Joe Zappa. But the evidence suggests the opposite. The Outcomes Era isn’t receding; it’s accelerating.

Viant struck a deal with IHeartMedia and its Triton Digital advertising platform that will make IHeart’s broadcast radio inventory available through Viant’s DSP.

The Viant-Tubi integration offers new data insights; advertisers can buy sponsored product ads on Gopuff, thanks to TTD; and publishers continue to face traffic woes.

The Trade Desk has won the battle for supremacy on the open internet, says Needham & Company’s Laura Martin. But it might just be losing the war for the future of the web to walled gardens and AI search.

Retroactive reinforcement won’t be enough to ensure a fairer and more innovative ad market going forward. The advertising industry needs proactive antitrust enforcement.

Viant is on an M&A tear, with two acquisitions – IRIS.TV followed by lockr – in less than six months. Although the rationale behind these deals might be obvious to ad tech insiders, Wall Street investors speak a different language, one that Viant CEO Tim Vanderhook has become fluent in as the leader of a publicly traded company.

Programmatic algorithms optimize for performance, which can leave digital media companies floundering. Inside programmatic’s pursuit of “premium.” Plus: an ad tech acquisition forged on matchmaking buy-side and sell-side IDs.

Viant announced that it acquired Lockr, a consumer and business service for managing email inboxes and data opt-ins, during its Q4 earnings call Monday.

AdExchanger reached out to a number of major DSPs to gauge the current state of adoption of the IAB Tech Lab’s new video ad standard.

What happens if the TikTok ban comes to pass; Netflix’s live sports Hail Mary play; and Channel Factory surfs for buyers.

IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.

During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on its platform.

Buyers will soon have far more transparency into video ad inventory sold through Google’s platform. But some publishers and video platforms have concerns.

In today’s newsletter: Viant sees double-digit CTV growth powered largely by direct deals; Target launches a new paid membership program; YouTube makes a bid to compete with TikTok on video editing.

Viant announced AI updates to its existing data platform, including the rollout of its Chat with Data tool. The tool delivers data reports and analysis directly to marketers, nixing the need for business intelligence analysts, data scientists or SQL knowledge.

The demand-side platform Viant announced an expansion of its supply-path optimization solution for connected TV ad buying.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Two Become One Viant may buy MediaMath, knitting together the pair of well-known DSPs, Digiday reports. MediaMath is an OG player that sprang up back in 2007 and was once valued at $1 billion. But it’s been on the market for a long […]

Viant will offer advertisers renewable energy credits (RECs) for media purchased through its DSP. The company also announced a partnership with Ad Net Zero.

The marketing funnel is ever-changing, and cookie deprecation isn’t making things any easier. Advertisers have two choices, writes Tom Wolfe, SVP of business development at Viant: Collaborate with industry partners on the front edge of next-generation data solutions, or cling to the past and hope for the best.

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Mergers and acquisitions, the industry’s slow-motion pivot away from third-party data and the expansion of commerce-based business dominated the headlines for media and sell-side ad tech in 2021. What does the industry predict for 2022? More of the same as these trends continue to play out in the year ahead. First-party first In 2022 and […]

Have you ever seen the same ad an ungodly number of times while watching your favorite programming? If so, you’re a victim of the current connected TV (CTV) experience. Jon Ahuna, SVP of operations at Viant, uncovers two specific technical hurdles abehind this problem and shares how marketers can collectively overcome them through the smarter use of IDs.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Booming Biz The DSP Viant reported a year-over-year revenue increase of 66% to $50.4 million. Viant IPOed in February, part of a recent boom in programmatic companies on the public market. As with most of those companies, Viant is going big on CTV, which […]

Ad tech IPOs are back in fashion as online advertising continues to surge during the ongoing COVID-19 pandemic. In the first quarter of 2021 alone, there were seven ad tech transactions valued at more than $1 billion – double the number of unicorn-level deals that went down in the past few years combined. Public companies […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Correction Streaming giant Netflix slipped a bit after riding high when demand surged at the start of the COVID-19 pandemic. CNBC reports that Netflix shares dropped more than 10% in after-hours trading on Tuesday night following an earnings report with fewer-than-expected subscribers. Netflix gained […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TikTocking Dollars TikTok wants in on the ecommerce action that has skyrocketed during the COVID-19 pandemic. It’s introducing new ad formats designed for purchase conversions on the platform. Business Insider reports that the Chinese video app plans to roll out new tools l that […]

Viant’s stock rose 90%, from $25 to $47 per share, after its debut on the NASDAQ stock exchange Wednesday.  Investors on Viant’s roadshow “clearly understood Viant’s people-based approach, and how it’s built for cookie and device identifiers going away,” said CEO and co-founder Tim Vanderhook to AdExchanger. At the time, the stock was up to […]

Ad software provider Viant Technology Inc. filed an S-1 on Friday with the US Securities and Exchange Commission ahead of an initial public offering as the company positions itself for future growth. The company anticipates a boom in the growing programmatic advertising market, particularly across linear TV, CTV and mobile. Viant, which was founded in […]