Viant Technology Inc., a major force in connected TV advertising and programmatic media, has broadened its Direct Access program through a strengthened partnership with Magnite’s SpringServe video platform. The company confirmed that this enhanced relationship enables a direct integration with SpringServe, advancing Viant’s mission to simplify the pathway between advertisers and publishers while promoting a more open and transparent digital advertising ecosystem.
By connecting directly to SpringServe’s ad-serving infrastructure, Viant is giving advertisers improved access to premium CTV supply without the complications of unnecessary intermediaries. This approach allows advertisers to gain more visibility into where budgets are spent and simplifies the process of reaching top-tier publishers. For marketers focused on achieving measurable outcomes in connected TV, the integration delivers faster routing, greater control, and enhanced performance. At the same time, publishers benefit from improved yield management and more oversight of how their inventory is monetized, reinforcing Viant’s growing leadership in performance-focused CTV execution.
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Tom Wolfe, Senior Vice President of Business Development at Viant, expressed strong confidence in the impact of this collaboration. “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,” he said. Wolfe emphasized that this partnership supports advertiser choice and sustains the integrity of the open internet. “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.”
The integration also strengthens Viant and Magnite’s shared focus on buyer flexibility and supply path optimization. Kelly McMahon, Executive Vice President of Global Operations at LG Ad Solutions, underlined how this collaboration benefits publishers by improving transparency and control. “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,” said McMahon. She noted that understanding who is buying inventory helps ensure that media investments reach screens efficiently and protect the value of both content and audience data. “This helps us protect the value of our content and data while building stronger, more accountable relationships with advertisers.”
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Industry trends continue to reinforce the need for efficient supply systems in connected TV. Research from eMarketer indicates that U.S. CTV advertising spending is on track to surpass 30 billion dollars in 2025. With investments accelerating, both advertisers and publishers are placing greater importance on transparency and performance.
Mike Laband, Group Senior Vice President of Revenue at Magnite, highlighted how direct platform connectivity supports a healthier marketplace. “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,” he said. Laband added that deepening collaboration between DSPs and SpringServe delivers efficiency and stronger results across the ecosystem. “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.”
This strengthened partnership signals growing alignment among leaders committed to maintaining an open internet environment. Viant and Magnite continue investing in interoperability and accountability so that innovation in connected television drives better outcomes not only for advertisers and publishers but for viewers who expect more relevant and engaging media experiences.
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