Viant expands Direct Access to enable deal-based CTV buying across major publishers
DSP•Viant Technology expanded its Direct Access CTV supply-path product to support private marketplace and programmatic guaranteed deals. The rollout is live across major CTV publisher platforms covering 94% of programmatic demand, based on Jounce Media data.
1. Deal-based CTV buying
Viant expanded Direct Access to support private marketplace and programmatic guaranteed deals across major CTV publisher platforms. The rollout covers 94% of programmatic demand, based on Jounce Media data, and extends Viant’s fee-free direct buying model to deal-based transactions, aiming to lift working media and improve supply transparency.
