Viant Launches Outcomes, a Fully Autonomous Open Internet Ad Product

As marketers face rising complexity across channels and mounting pressure to prove performance, automation is becoming central to the future of programmatic advertising. That shift took a significant step forward as Viant Technology Inc. announced the launch of Outcomes, its first fully autonomous advertising product built for the open internet. The release brings the artificial intelligence decisioning capabilities of ViantAI directly into campaign execution, signaling a new phase in how advertisers pursue measurable results across connected TV and digital media.

Outcomes introduces what Viant describes as Autonomous Outcomes, a model designed to remove the operational burden traditionally placed on advertising teams. Rather than managing campaign setup, optimization, and daily adjustments, marketers can define the business objective they want to achieve while the platform handles execution. At the same time, Viant says the product preserves transparency into where ads run and how performance is delivered, a long standing concern for advertisers operating outside walled garden environments.

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At the center of Outcomes is Viant newly developed AI Lattice Brain, a decisioning architecture built specifically to operate campaigns without manual intervention. The system continuously evaluates multiple proprietary data signals in parallel, including Viant Household ID, IRIS_ID, supply quality scoring, historical campaign performance, bid pricing dynamics, and real time delivery data. Based on these inputs, the Lattice Brain determines and executes optimization decisions autonomously, adjusting campaigns as conditions change.

Viant positions Outcomes as a clear departure from automated products offered by large closed platforms. While walled gardens often rely on opaque optimization methods, Outcomes applies autonomous execution across the open internet while maintaining advertiser visibility. Advertisers simply define the desired result, such as product sales, customer acquisition, or return on ad spend, and Viant AI manages the delivery toward that goal in a transparent way.

“Advertising has spent decades forcing teams to manage complexity instead of results,” said Tim Vanderhook, co founder and CEO of Viant Technology. “Outcomes flips that model. Advertisers declare the outcome they want and our AI Lattice Brain handles the decision making and execution behind the scenes using differentiated signals and full transparency into delivery.”

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The product is powered by Viant vertically integrated data and technology stack, including its ability to distinguish real human audiences from invalid traffic across premium inventory. By combining identity, quality, and performance signals within the Lattice Brain, ViantAI aims to optimize toward outcomes using higher quality inputs than traditional automation systems, which often rely on narrower or less reliable data.

For the broader MarTech and advertising ecosystem, the launch of Outcomes marks a milestone in Viant vision of a fully autonomous demand side platform. As artificial intelligence increasingly takes responsibility for optimization and execution, the focus for marketers shifts toward defining outcomes and evaluating impact. Viant Outcomes reflects that evolution, positioning autonomy and transparency as core requirements for the next generation of open internet advertising.