Viant Technology has expanded its Direct Access supply path optimization product to support private marketplace and programmatic guaranteed CTV deals. The update aims to reduce transaction costs and increase working media for advertisers by enabling fee-free deal execution across major publishers.
This move directly addresses the friction in programmatic CTV by applying a fee-free model to the high-value private deals that dominate premium streaming inventory. As advertisers like WHOOP prioritize transparency, removing the 'ad tech tax' from guaranteed buys allows more capital to flow into actual impressions rather than middleman fees. This shift is critical as the industry prepares for 2026, when CTV upfront spending is expected to overtake primetime linear for the first time. By integrating directly with SSPs like Magnite and FreeWheel, Viant is positioning its supply path optimization as a necessity for performance-driven brands. Watch for whether other DSPs are forced to conduct programmatic supply chain audit to remain competitive in the premium CTV market.
The broader shift toward contextual advertising adoption continues to influence how platforms like Viant structure their supply paths to ensure addressability without relying on legacy identifiers. As programmatic buying surges across global markets, these efficiency-focused integrations are becoming standard for major publishers, mirroring efforts by firms like Warner Bros. Discovery to automate direct ad transactions. Recent developments in supply-side targeting spend further highlight the industry's move toward more efficient, data-driven inventory acquisition.
Viant has expanded its Direct Access platform to support programmatic guaranteed and private marketplace deals across major publishers. By removing transaction fees for these high-value buys, the company aims to eliminate the ad tech tax, allowing more capital to flow into impressions as CTV upfront spending prepares to overtake linear TV.
Viant Direct Access now supports programmatic guaranteed and private marketplace deals across major publishers, including FreeWheel, Magnite’s SpringServe, and Publica.
The fee-free model removes traditional exchange costs for both buyers and sellers, which increases working media and ensures more capital is spent on actual impressions rather than middleman fees.
According to Jounce Media, the expansion covers publishers representing 94% of current programmatic demand.
This shift is critical as the industry prepares for 2026, when CTV upfront spending is projected to surpass linear TV for the first time, making supply path optimization essential for performance-driven brands.
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