Viant Technology Inc., a prominent name in Connected TV (CTV) and AI-driven programmatic advertising, has announced a strategic partnership with AdTegral, a programmatic media solutions provider renowned for its data-centric and hands-on campaign execution and measurement approach. This collaboration designates AdTegral as Viant’s inaugural activation partner, enabling agencies and brands particularly small and mid-sized advertisers to access Viant’s award-winning demand-side platform (DSP) through a unique, co-managed, performance-optimized model that imposes no minimum spending requirements. This marks the first-ever certified integration of Viant’s DSP into a third-party system, significantly broadening access to Viant’s technological capabilities, scale, and performance benefits.
Viant was chosen as AdTegral’s exclusive DSP activation partner due to its leadership in CTV, AI-enhanced platform features, and sophisticated analytics that help brands improve performance throughout the customer journey. The partnership aims to simplify media buying and democratize access to programmatic advertising for advertisers who may have modest monthly media budgets but still desire the power of Viant’s advanced DSP. This approach pairs technological prowess with expert-led campaign management from building and launching to optimization and performance measurement.
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Josh Hare, Viant’s Executive Vice President of Sales, highlighted that the alliance with AdTegral aligns with Viant’s mission to deliver smarter, scalable advertising outcomes tailored to small and mid-market advertisers. Combining Viant’s cutting-edge platform with AdTegral’s hands-on activation ensures advertisers receive effective, precise, and measurable campaign results.
AdTegral’s certified programmatic team, consisting of experienced planners and traders from the agency Aletheia, will manage campaign lifecycles under this co-managed model. This arrangement offers a seamless experience starting at onboarding, through optimization, and eventually transitioning advertisers into Viant’s DSP. The model provides affordable entry to Viant’s platform, which supports advanced identity resolution, real-time measurement, and omnichannel targeting across CTV, desktop, mobile, audio, and digital out-of-home (DOOH).
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Patrick Derdeyn, Senior Vice President of Business Development at AdTegral, praised Viant’s platform as the future of programmatic advertising, fueled by a robust identity graph, AI capabilities, and advanced reporting tools. He expressed pride in the exclusive partnership, emphasizing the value it delivers to advertisers seeking swift impact and long-term strategic benefits through expert media execution.
Targeting key sectors such as retail, healthcare, and consumer packaged goods (CPG), where transparency, measurement, and programmatic performance are vital, the Viant-AdTegral partnership aims to set a new benchmark for efficiency and performance in co-managed DSP solutions.
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