Viant's Direct Access Now Supports Deal-Based CTV Buying
MarTech Series · Sep 25 · 1 min read
What happenedViant 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.
Why it matters for marketersAs 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.
Topics: ctv advertising, programmatic advertising, supply path optimization, deal-based buying