Viant's Direct Access Now Supports Deal-Based CTV Buying
AI Summary
Viant has expanded its Direct Access product to include deal-based buying options for Connected TV (CTV) inventory, allowing advertisers to execute programmatic guaranteed and private marketplace deals. This move aims to provide a more direct and cost-efficient path to premium CTV inventory across major publishers, aligning with the growing shift of ad spend from linear TV to CTV.
⚡ Marketer Insight
As CTV advertising matures and becomes a primary driver for new customer acquisition, Viant's expansion of deal-based buying through AI-powered programmatic channels offers a more streamlined and cost-effective way for brands to access premium inventory, directly addressing the evolving transactional needs of the CTV landscape.
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