Viant: Advancing the Future of Advertising for Agencies and Brands
As the media and advertising ecosystem undergoes rapid transformation, Viant continues to lead the way in helping brands, agencies, and media partners succeed in a world that demands smarter tools, scalable solutions, and measurable outcomes. In this update, we’re excited to share how Viant is delivering breakthrough capabilities across connected TV (CTV), artificial intelligence, identity and addressability, and strategic integrations that help our partners do more—faster, more intelligently, and with more precision.
Access to Premium Connected TV (CTV) Inventory at Scale
Outpacing Industry Growth
CTV continues to dominate consumer attention and advertising budgets, and Viant is outperforming the market. Our CTV ad spend surged nearly 50% year-over-year, more than doubling the industry growth rate (source: eMarketer). This growth is fueled by Direct Access, our industry-leading Supply Path Optimization (SPO) solution that enables direct integration with the world’s top CTV publishers, including Disney, NBCUniversal, and Paramount.
For brands and agencies, this means faster access to higher-quality inventory, improved cost efficiency, and the ability to reach audiences in brand-safe, high-impact environments at scale.
Built for the Next Wave: Live CTV
Live content: sports, award shows, tentpole events —is one of the most valuable opportunities for advertisers, creating shared experiences and real-time cultural relevance. Viant’s DSP is engineered for live-streaming environments, with recent platform certifications ensuring it can handle rapid surges in viewership and deliver responsive, real-time bidding performance.
Viant is now officially a Disney Advertising Live Certified DSP, joining NBCUniversal as a go-to partner for live ad placements. This certification validates our readiness to scale live event campaigns with precision, reliability, and audience impact giving brands the ability to show up when attention peaks.
Contextual Power: Viant + IRIS.TV
The most effective CTV advertising happens when message meets moment. That’s why Viant’s acquisition of IRIS.TV, the leading content data platform for streaming, is a game-changer for creative and media teams alike.
By integrating IRIS_ID across Paramount and other CTV properties, Viant now enables real-time contextual targeting, giving agencies and brands the ability to align creative with specific genres, emotions, or themes without compromising on privacy.
Advertisers can now target not just demographics, but the mood and meaning of the content being consumed, opening the door to greater storytelling resonance and ad effectiveness.
By combining creative resonance with data intelligence, Viant + IRIS.TV brings the best of both worlds to your CTV strategy.
ViantAI: Autonomous Advertising, Purpose-Built for Performance
A New Era of Media Intelligence
In 2024, we introduced ViantAI, the first fully autonomous advertising platform: a tool that radically transforms how agencies and marketers plan, buy, and optimize media. With a simple prompt, ViantAI generates data-driven strategies, real-time bid execution, and campaign insights, all within minutes.
Built for the modern media team, ViantAI eliminates the need for siloed tools, manual data entry, and fragmented workflows.
Whether you’re:
- A creative agency looking to guide media strategy with stronger insight,
- A brand eager to move faster without sacrificing performance,
- Or a media agency managing a portfolio of campaigns across verticals…
ViantAI saves time, boosts ROI, and removes friction.
New Features Empowering Partners
In 2025, ViantAI enters its next phase with two powerful new capabilities designed for scalability and speed:
- Export to DSP
Media plans created in ViantAI can now be exported directly into the Viant DSP with one click, enabling campaign activation without duplicate effort or data loss. For agencies juggling multiple clients, this is a game-changer in operational efficiency. - AI Measurement
Campaign reporting is no longer reactive. With AI Measurement, marketers and media analysts can instantly analyze performance across channels and receive real-time optimization suggestions, all from an intuitive interface. No more waiting for analyst reports or manually pulling spreadsheets.
With ViantAI, we’re simplifying workflows and redefining what’s possible with media intelligence.
Addressability at Scale: Smarter Identity for the Open Internet
Privacy-Forward, Addressable Targeting
Viant’s native Household ID identity graph powers 95% addressability of U.S. adults, allowing partners to reach relevant audiences across all devices and screens, without cookies. This foundational identity layer is now even stronger, thanks to our expanded partnership with TransUnion, bringing together Viant’s platform precision and TransUnion’s trusted data.
For agencies and brands, this means you can:
- Reach known households across CTV, display, and mobile
- Apply advanced frequency controls and measurement
- Ensure continuity in a future that relies less on cookies, especially in channels such as CTV
Unlocking Identity with Lockr by Viant
In 2025, we acquired Lockr, a privacy-first identity integration platform that makes it easier than ever for publishers and marketers to collect, enrich, and activate data.
Now integrated with the Viant platform, Lockr gives agencies and brands access to a centralized identity management solution that supports all leading alternative IDs, including:
- Viant Household ID
- Yahoo ConnectID
- The Trade Desk’s EUID
- Criteo’s HEM
- Lotame’s Panorama ID™
One integration. Multiple identity pathways. Full addressability.
This unified approach eliminates data silos, simplifies workflows, and helps partners build smarter audience strategies, whether you’re managing first-party data or activating across third-party supply.
Industry Recognition: Trust Built on Innovation
Viant’s platform has been recognized across the industry for its performance, innovation, and leadership:
- ViantAI won the 2025 Business Intelligence Group’s AI Excellence Award for its role in transforming campaign planning, performance, and reporting.
- Viant DSP was named a finalist for “Best CTV AdTech Platform” in the 2025 Digiday Streaming & Video Awards, based on its:
- Direct Access capabilities
- Deep supply integrations
- Seamless identity syncs
- Contextual AI through IRIS.TV
These recognitions affirm our commitment to helping agencies and brands unlock better outcomes through smart infrastructure and AI innovation.
The Viant Advantage for Agencies and Creative Partners
We understand that agency teams and creative shops are under pressure to do more with less: delivering bold ideas, accountable outcomes, and integrated strategies. That’s why Viant is purpose-built to amplify your creative, support your clients, and elevate your media practice.
Here’s how we partner with agencies:
- Scalable Planning & Execution: Use ViantAI to accelerate planning and deliver faster turnaround for client campaigns.
- Contextual Targeting for Creative Impact: Align message and moment through IRIS.TV’s content data for more resonant storytelling.
- Identity Solutions that Drive Results: Leverage our multi-ID ecosystem to connect with the right audiences across environments.
- CTV and Live Event Expertise: Activate premium inventory in real-time, including sports, tentpoles, and cultural moments.
- Full-Service or Self-Service: Work with our expert account teams or take the wheel with full transparency in our DSP.
Whether you’re building from the ground up or scaling a global campaign, Viant brings the tools and people to help you win.
Let’s Work Together
Viant is redefining how brands and agencies activate, optimize, and measure advertising. Whether you’re focused on building your client base, enhancing media performance, or driving creative effectiveness, we’re here to support you with:
- Technology that works for you, not against you
- Data that empowers strategic storytelling
- Identity and addressability that’s future-proof
- Partnerships that are built on shared success
Let’s collaborate to unlock the next generation of media performance.
👉 Learn more: www.viantinc.com
👉 What Marketers Need to Know in 2025: Download Now
👉 Connect with us: LinkedIn – Skyler Beresini
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