Viant Technology , a leader in CTV and AI-powered programmatic advertising, has announced an expansion of its Direct Access program through a new direct integration with Magnite’s SpringServe video platform, streamlining the connection between advertisers and publishers. The integration enables advertisers to access premium CTV inventory with greater transparency, control, and efficiency, eliminating non-value-added intermediaries while enhancing publisher yield and control. “The Viant Direct Access program has brought tremendous demonstrated value to advertisers, and our direct integration with SpringServe will optimize performance even further by giving advertisers a clearer, faster, more efficient route to premium supply,” said Tom Wolfe, SVP of Business Development at Viant.
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The collaboration underscores both companies’ commitment to an open, transparent internet, offering flexible and accountable supply path options amid the rise of walled gardens. Kelly McMahon, EVP of Global Operations at LG Ad Solutions, noted that the solution enhances transparency and ensures media dollars reach screens efficiently, while Mike Laband, Group SVP, Revenue at Magnite, added that the partnership fosters a “more efficient and effective ecosystem” where advertisers gain performance and control and publishers see stronger demand.