WHOOP Selects Viant as Strategic CTV Advertising Partner

As connected television continues to reshape digital advertising strategies, brands are increasingly turning to data driven programmatic platforms to improve targeting and measurement. WHOOP has announced a new partnership with Viant that positions the company as its primary platform for connected TV advertising and campaign optimization.

Viant Technology Inc., a company specializing in CTV and AI powered programmatic advertising, revealed that WHOOP has selected the platform as its Viant strategic ad platform partner under a multi year agreement. Through the collaboration, Viant will serve as the demand side platform of record for WHOOP, supporting the wearable technology company’s marketing expansion through household level CTV targeting and advanced measurement capabilities.

The partnership reflects a growing trend among consumer technology brands investing in connected TV advertising as a way to reach new audiences and measure campaign effectiveness more precisely. By leveraging identity based targeting and contextual insights, the Viant strategic ad platform will allow WHOOP to link advertising exposure directly to business outcomes.

Viant’s platform provides marketers with deeper visibility into the environments where their advertisements appear. Through data driven insights, brands can activate campaigns across premium streaming content and analyze performance metrics tied to real audience engagement.

“CTV is the most powerful platform for brands to drive new customer growth, and its full value is unlocked through intelligence,” said Tim Vanderhook, CEO and Co-Founder of Viant Technology. “Viant provides WHOOP a deeper understanding of the content environments their CTV ads run alongside, the precision to activate against premium programming, and the ability to measure true incrementality at scale.”

WHOOP, known for its wearable fitness and health technology, offers performance insights that help users monitor recovery, sleep, training intensity, and overall wellness. The company’s marketing strategy mirrors its data driven product philosophy, focusing on measurable outcomes and continuous optimization.

As streaming platforms become a dominant channel for audience engagement, WHOOP sought a partner capable of delivering transparency and accurate measurement within CTV campaigns. Viant’s focus on identity based advertising and programmatic buying was a key factor in the decision.

“Our focus is on building authentic connections with our audience,” said John Sullivan, Chief Marketing Officer, WHOOP. “Viant’s expertise in CTV helps us better understand where and how to engage, so we can continue to grow the brand in thoughtful, impactful ways.”

Viant’s demand side platform allows advertisers to activate campaigns using household level identifiers rather than relying solely on traditional cookies or device signals. This approach provides improved accuracy for audience targeting and helps measure incremental results across connected television environments.

The agreement also reflects Viant’s emphasis on transparency in supply chain operations and platform fees, along with a client support model designed to help brands navigate the increasingly complex programmatic advertising ecosystem.

The Viant strategic ad platform partnership is expected to support WHOOP’s continued growth as it expands its reach among health and fitness consumers worldwide. By combining identity driven targeting with connected TV inventory, the collaboration aims to help the brand scale its marketing while maintaining a strong focus on measurable performance and audience engagement.