Viant expands Direct Access CTV buying to support private marketplace, programmatic guaranteed deals

Bitget2026/09/24 13:05

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Viant Technology expanded its Direct Access CTV supply-path product to support programmatic guaranteed, private marketplace deals, open-market buying.
Rollout is live 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, sellers, aiming to lift working media, reduce transaction costs.
Support is live via FreeWheel, SpringServe, Publica, custom oRTB connections.
Move targets shifting CTV buying toward deals as US CTV upfront spending is projected to overtake primetime linear TV in 2026.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Viant Technology Inc. published the original content used to generate this news brief via Business Wire (Ref. ID: 202609240900BIZWIRE_USPR_____20260924_BW512386) on September 24, 2026, and is solely responsible for the information contained therein.

Disclaimer: The content of this article solely reflects the author's opinion and does not represent the platform in any capacity. This article is not intended to serve as a reference for making investment decisions.

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Viant expands Direct Access CTV buying to support private marketplace, programmatic guaranteed deals

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