Publica and Viant expand CTV buying access

The collaboration creates a more direct connection between advertisers and premium CTV inventory

Publica by IAS has integrated with Viant Technology's Direct Access supply path product, enabling Viant advertisers to buy premium connected TV (CTV) inventory from publishers using the Publica platform. The integration is intended to simplify campaign activation across streaming environments while improving efficiency and transparency.

The collaboration creates a more direct connection between advertisers and premium CTV inventory, giving buyers access to streaming environments through Viant's Direct Access offering while helping publishers expand demand for their inventory.

Integration connects advertisers and publishers

Cameron Miille, Chief Revenue Officer, Publica by IAS: "This integration with Viant’s Direct Access is another step forward in making premium CTV easier to access and activate at scale. Publica’s goal is to help publishers unlock more demand while enabling buyers to connect with high-quality streaming inventory. Viant is an important partner in that effort."

According to the companies, the integration is designed to bring advertiser demand closer to premium streaming supply. Publica said the collaboration helps publishers attract demand from advertisers focused on performance while supporting campaign outcomes across CTV.

Focus on supply path efficiency

Richie Hyden, Senior Vice President of Publisher Solutions, Viant: "We are excited to expand Direct Access to Publica’s CTV publisher footprint. Through this new integration, our advertisers gain a direct path to premium CTV inventory that improves signal quality and working media to deliver stronger campaign performance. Publishers also gain increased monetization and yield, making this a win-win for both sides."

The companies said the integration addresses growing demand for a simpler CTV supply chain by creating a more direct connection between premium inventory and advertiser demand through Publica's publisher network and Viant's advertiser relationships.

Publishers gain additional demand

Aulden Kaye Yi, Head of Advertising Partnerships at Philo: "Publica’s integration with Viant creates an efficient path for advertisers to access our premium CTV inventory while helping us connect with demand that values high-quality streaming environments. We're excited to partner with both Publica and Viant via this new integration that supports strong monetization for publishers and drives outcomes for brands."

Publica said advertisers running campaigns across its publisher inventory can also use IAS Total TV, which provides show-, genre- and rating-level transparency, together with brand suitability controls and visibility across supported U.S. publishers and applications.

www.getpublica.com

www.viantinc.com

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