Viant and Magnite boost transparency in CTV supply

Viant has integrated directly with Magnite’s SpringServe ad server, giving advertisers more transparent supply paths, greater control and direct access to publishers. The collaboration removes intermediaries that do not add value, improving efficiency and performance for connected TV (CTV) campaigns while supporting publisher yield and control.

Tom Wolfe, SVP of Business Development at Viant: “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. Together, we’re advancing a model that prioritizes advertiser choice and strengthens the open internet at a time when walled gardens continue to limit access and transparency.”

Partnership supports buyer flexibility in CTV

The integration strengthens Viant and Magnite’s shared goal of promoting transparent and flexible routes to premium CTV inventory. Advertisers gain access to outcome-driven strategies that enhance control and accountability across the supply chain.

Kelly McMahon, EVP of Global Operations, LG Ad Solutions: “Viant’s Direct Access solution provides another direct option for us to connect with buyers and Magnite's robust mediation capabilities via SpringServe enable us to unify our monetization levers while retaining control. In turn, we gain transparency into who’s buying our inventory and ensure media dollars reach our screens efficiently. This helps us protect the value of our content and data while building stronger, more accountable relationships with advertisers.”

Integration meets growing demand for supply path optimization

According to eMarketer, U.S. CTV ad spend is projected to exceed 30 billion dollars in 2025, underlining the importance of optimizing supply paths for both transparency and performance.

Mike Laband, Group SVP, Revenue, Magnite: “By integrating with SpringServe, Viant's Direct Access program gives advertisers seamless access to premium video inventory, faster decisioning, and smarter routing of impressions to the highest performing channels. As DSPs like Viant continue to do more with SpringServe, these integrations create a more efficient and effective ecosystem that serves both sides of the market. Advertisers achieve better performance and control, while publishers see stronger demand and more value for their inventory.”

Strengthening interoperability in the open internet

The partnership highlights how companies supporting the open internet are collaborating to improve interoperability and accountability. By aligning their systems, Viant and Magnite aim to ensure that advances in CTV technology deliver measurable benefits to advertisers, publishers, and viewers alike.

www.viantinc.com

www.magnite.com

Follow Marketing Report on LinkedIn