Unlocking the Future of Programmatic Advertising: How NextNW Sponsor Viant is Leading with AI and CTV

Our Executive Director Kent Lewis spoke with Skyler Beresini from Viant about their innovative approach to media buying, identity solutions and the trends he’s excited about.

Viant is also an ideal partner for independent media agencies that manage multiple clients and
campaigns. By offering personalized, omnichannel campaigns without reliance on third-party
cookies, along with closed-loop measurement in a unified view, Viant simplifies the complexities
of modern advertising. The Viant DSP enables omnichannel media buying through a single
interface, eliminating manual steps and streamlining the entire process. It provides a
comprehensive customer view across all media and is both flexible and scalable. With access to
channels including CTV, streaming audio, DOOH, in-game, and display, Viant ensures that
advertisers and agencies alike can execute high-impact campaigns with efficiency and
precision.

NextNW: Please tell us a little about your company, Viant.
Skyler: For over 25 years, Viant Technology has been at the forefront of technology innovation for
advertisers. As a leading enterprise-grade Demand-Side Platform (DSP), Viant excels in
delivering omnichannel digital advertising, driving growth through connected television (CTV),
advanced identity solutions, and AI-driven Autonomous Advertising through the launch of
ViantAI.

NextNW: How do you differentiate your company’s offering against competitors in the DSP
space?
Skyler: Viant stands out in the DSP space for its AI-powered approach, CTV expertise, and advanced
identity solutions. At the core of this differentiation is ViantAI, the industry’s first AI-powered
media planning and execution platform, which streamlines the entire programmatic
process—from audience selection and budget allocation to bidding—all within an intuitive chat
interface. This technology accelerates media planning and optimizes bidding, securing the best
inventory at the lowest cost while driving measurable performance improvements.
In CTV, Viant’s Direct Access program connects advertisers with premium publishers like
Disney and NBCUniversal, eliminating unnecessary intermediaries to ensure brand-safe, high-
quality placements. The recent acquisition of IRIS.tv further enhances CTV targeting by
enabling advertisers to align messaging with contextually relevant content, maximizing
emotional resonance and engagement.
On the identity front, Viant’s proprietary Household Identification technology resolves
fragmented identifiers, enabling precise targeting across channels. Viant collaborates with over
70 strategic data partners to enhance the strength and accuracy of our identity framework. With
the ability to reach 95% of U.S. adults 18+, Viant’s Household ID ensures addressability at
scale. Beyond these pillars, Viant differentiates itself with robust in-platform measurement, top-
tier customer service, and a commitment to sustainability, offering carbon-neutral programmatic
buying and renewable energy credits to clients.

NextNW: Who is your ideal client and why?
Skyler: Viant serves advertisers of all sizes, offering solutions tailored to a variety of goals and KPIs.
However, Viant is particularly valuable for advertisers looking to drive measurable outcomes
with fewer resources. With premium customer service, self-service AI tools that enhance
efficiency and uncover new opportunities for traders—freeing them to focus on creativity and
strategy—Viant empowers advertisers to achieve more. Additionally, Viant provides seamless
access to premium CTV placements without requiring direct negotiations with a sales
representative.

We’re excited to partner on a variety of networking and educational events. What
are you most looking forward to in terms of engaging with NextNW members?
I’m thrilled to engage with the NextNW community and learn from the incredible talent and
leadership that make the Pacific Northwest such a dynamic hub for innovation. The opportunity
to connect with industry veterans, exchange ideas, and gain insights from diverse
perspectives—whether from brands, agencies, media, or creative freelancers—is invaluable. I’m
particularly excited about the mix of networking and educational events, where we can
collaborate on new ways to drive impact through creativity and technology. NextNW’s
commitment to fostering inclusion, inspiration, and growth aligns perfectly with Viant’s company
goals, and I look forward to contributing to and learning from this vibrant community.

NextNW: What are you most excited about in the coming year relating to Viant or the
industry in general?
Skyler: I’m most excited about the momentum we’ve seen around AI, particularly following the launch of
ViantAI in September 2024. We have ambitious plans to expand its capabilities beyond planning
and bidding optimization to include advanced measurement and data analysis. Soon,
advertisers will be able to plan, buy, optimize, and measure campaigns within a unified,
intelligent platform. At Viant, we envision a future of autonomous advertising—just as self-
driving cars automate navigation, AI-powered DSPs will revolutionize media buying, making it
more efficient and intelligent than ever before.

We’re also excited about the continued shift toward streaming as more linear TV placements
transition to Connected TV (CTV). This transition allows advertisers to access premium
streaming inventory programmatically, eliminating the need for traditional direct deals with
publishers or reliance on media agencies with linear TV divisions. This year marked a major
milestone with the first Olympics fully available for CTV viewing—and with it, the first opportunity
for programmatic advertisers to secure ad placements within the event. This is a game-changer,
and we anticipate that live sports inventory across streaming platforms will increasingly become
available for programmatic transactions, unlocking new opportunities for advertisers.

NextNW: How do you see DSPs evolving in the next 2-5 years?

Skyler: DSPs are poised for significant transformation over the next 2-5 years, largely driven by
advancements in artificial intelligence. Historically, DSPs have been perceived as complex
platforms requiring extensive media training and onboarding. AI is set to change that by
automating critical tasks such as planning, bidding, and campaign optimization, making DSPs
more intuitive and accessible.

The sheer volume of variables in programmatic advertising—trillions of potential ways to
construct, buy, and optimize a campaign—far exceeds human capacity for analysis. AI will
streamline this process, securing optimal placements at the best prices while driving superior
outcomes.

As AI enhances usability and efficiency, DSPs will become more accessible to advertisers of all
sizes. Small and mid-sized brands will gain access to premium inventory, such as high-profile
sporting events or top-tier television programming, thanks to AI-driven automation and improved
inventory access. In the coming years, DSPs will no longer be tools reserved for seasoned
media buyers but instead serve as dynamic, AI-powered platforms enabling smarter, more
effective advertising for a broader range of advertisers.

NextNW: Any parting thoughts for our readers?
Skyler: Don’t underestimate the power of Connected TV and streaming—it’s the future of advertising,
and the most effective driver of performance across the marketing funnel. For too long,
traditional attribution models have undervalued CTV, often giving last-touch credit to channels
like search and social. At Viant, we recognize CTV’s true impact and are committed to providing
advertisers with the tools to prove its value. Through our Direct Access program, strategic
acquisitions of IRIS.tv and lockr, and our award-winning ViantAI suite, we’re equipping
advertisers of all sizes with the insights and capabilities to maximize CTV’s potential. Our focus
remains on delivering the best outcomes for our clients.

Thank you to Viant for being a sponsor of NextNW – without your support we could not bring our valuable programming to our members!

To learn more about Viant and to speak with Skyler directly please drop him an email: sberesini@viantinc.com