{Los Angeles}, CA — November 6, 2025 — Leads & Copy — Viant Technology Inc. (NASDAQ: DSP) has expanded its Direct Access program and its strategic partnership with Magnite’s SpringServe video platform through a direct integration with SpringServe to streamline the path between advertisers and publishers, reinforcing Viant’s commitment to an open, transparent internet.
The integration with Magnite’s SpringServe ad server provides advertisers with more transparent supply paths, greater control, and direct-to-publisher access that removes non-value-added intermediaries, improving efficiency and performance for outcome-driven CTV strategies while simultaneously supporting publisher yield and control, further solidifying Viant’s leadership in CTV performance.
According to Tom Wolfe, SVP of Business Development at Viant, the Viant Direct Access program has brought tremendous demonstrated value to advertisers, and this direct integration with SpringServe will optimize performance even further by giving advertisers a clearer, faster, more efficient route to premium supply.
Together, Viant and Magnite are 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 reinforces Viant and Magnite’s commitment to buyer optionality by offering advertisers flexible, transparent routes to premium CTV supply.
According to Kelly McMahon, EVP of Global Operations, LG Ad Solutions, Viant’s Direct Access solution provides another direct option for LG to connect with buyers and Magnite’s robust mediation capabilities via SpringServe enable the company to unify its monetization levers while retaining control, which provides transparency into who’s buying LG’s inventory and ensures media dollars reach its screens efficiently, helping to protect the value of its content and data while building stronger, more accountable relationships with advertisers.
According to eMarketer, U.S. CTV ad spend is expected to exceed $30 billion in 2025, highlighting the urgency for supply path optimization that delivers both transparency and performance.
According to Mike Laband, Group SVP, Revenue at Magnite, 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. 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, and advertisers achieve better performance and control, while publishers see stronger demand and more value for their inventory.
The integration of Viant and Magnite demonstrates how leaders in the open internet are coming together to advance interoperability and accountability, ensuring that innovation in CTV benefits advertisers, publishers, and audiences alike.
Tom Wolfe, SVP of Business Development at Viant
About Viant
Viant Technology Inc. (NASDAQ: DSP) is a leader in CTV and AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Viant’s omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best AI-Powered Advertising Solution and Best Demand-Side Platform by MarTech Breakthrough, Great Place to Work® certification and received the Business Intelligence Group’s AI Excellence Award. Learn more at viantinc.com.
