Viant expands Direct Access CTV buying to support private marketplace, programmatic guaranteed deals
DSP•Viant Technology expanded its Direct Access CTV supply-path product to support programmatic guaranteed, private marketplace and open-market buying. The rollout covers 94% of programmatic demand, based on Jounce Media data.
1. Expanded deal support
Viant said its Direct Access CTV product now supports programmatic guaranteed, private marketplace and open-market buying across the largest CTV publishers, covering 94% of programmatic demand based on Jounce Media data. Deal execution runs through a fee-free path for buyers and sellers, and support is live via FreeWheel, SpringServe, Publica and custom oRTB connections.
2. CTV buying trends
The move targets a shift in CTV buying toward deals. U.S. CTV upfront spending is projected to overtake primetime linear TV in 2026.
