What Viant does

Viant Technology Inc. (NASDAQ: DSP) is a publicly traded programmatic advertising technology company headquartered in Irvine, California, founded in 1999 as a subsidiary of Time Inc. and taken public in 2021. The company operates the Adelphic demand-side platform (DSP), a cloud-based system that enables agencies and brand-direct advertisers to plan, execute, and measure digital ad campaigns across omnichannel inventory including connected TV (CTV), display, mobile, digital audio, digital out-of-home (DOOH), and in-game. The platform is anchored by Viant's patented Household ID™ technology — a cookieless identity layer that translates more than 1.8 billion IP addresses into roughly 125 million addressable households and is present in 80% of open internet bid opportunities and 90% of CTV bids. Core customers include major holding companies, independent agencies (62Above, Two x Four, Icon Media Direct, Havas), and brand-direct advertisers spanning CPG (Molson Coors, MacKenzie-Childs), healthcare, gaming and casino (Harrah's Cherokee), wearables (WHOOP), and other verticals.

Viant's product surface has expanded materially around the ViantAI suite, which comprises AI Bidding (85% adoption across platform spend with 40% cost savings), AI Planning (sub-60-second media plan generation), AI Analysis & Measurement, and AI Decisioning/Outcomes — a fully autonomous campaign execution product powered by proprietary "Lattice Brain" architecture that demonstrated a 2.3x cost-per-action improvement versus a human trader in beta testing. Strategic acquisitions have deepened the platform: Adelphic (2017) added mobile DSP capability, IRIS.TV (2023) brought content-level contextual intelligence for CTV, lockr (March 2025) added data onboarding, and TVision Insights ($40 million cash-and-stock, closed May 2026) introduced second-by-second attention measurement via computer-vision eye tracking. Supporting modules include Identity Resolution, the Data Platform with Snowflake clean-room integration, Advanced Reporting (foot traffic, conversion lift, MTA, sales lift), Direct Access for supply-path optimization, and Machine Learning Optimization for fraud detection.

Revenue is generated primarily through transaction-based programmatic fees on advertiser ad spend routed through the DSP, complemented by managed professional services for campaign setup, optimization, and measurement. Pricing is custom and tailored per client with no public tiered pricing, anchored by multi-year enterprise contracts (e.g., Molson Coors three-year exclusive beginning 2026; WHOOP multi-year strategic partnership). FY2025 revenue reached $344.2 million (22% YoY growth from $282 million in FY2024), with Q4 2025 revenue of $110.1 million, EBITDA growth of 53% YoY, free cash flow up 132% YoY, $191 million in cash, and no debt. Distribution combines direct enterprise sales, a self-serve portal for mid-market clients, agency channel partnerships including 150+ supply and data integrations, and an SMB-focused channel program via AdTegral.

Name

Viant

Legal name

Viant Technology LLC

Website

http://viantinc.com/

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

251–500 employees

Short description

Viant Technology is a publicly traded AI-powered programmatic advertising company that operates the Adelphic DSP for agencies and brand-direct advertisers across CTV, display, mobile, audio, DOOH, and in-game channels, using proprietary Household ID identity resolution and ViantAI autonomous campaign tools.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Platform (DSP)

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Demand-Side Platforms (DSP) (BPAMALAB)

akta.pro secondary industry

Programmatic Display & Retargeting (DSP) (MPAAACAE)

Keywords

• Programmatic advertising platform
• Demand-side platform
• Connected TV advertising
• Cookieless identity resolution
• AI-powered ad buying

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Programmatic Advertising Platform Revenue: Viant generates revenue primarily through customer ad spend on its programmatic DSP platform and platform usage fees. Revenue driven by advertiser demand across omnichannel inventory including CTV, display, mobile, audio, DOOH, and in-game. The company earns fees based on a percentage of ad spend or per-transaction basis.
2. Professional Services: Managed service offerings where Viant staff assists with campaign setup, optimization, troubleshooting, measurement, and strategic guidance. Provides full-service support complementing self-serve platform access.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Viant operates a cloud-based, omnichannel demand-side platform (the Adelphic DSP) that enables advertisers and agencies to plan, execute, and measure programmatic digital advertising across CTV, display, mobile, audio, DOOH, and in-game inventory. The platform is powered by proprietary Household ID™ cookieless identity technology and the ViantAI suite for autonomous campaign management, complemented by managed professional services for full-service campaign support.

Product overview

Viant operates a modular, AI-powered programmatic advertising platform centered on its Adelphic DSP, complemented by the ViantAI suite of autonomous advertising products. The core platform offers omnichannel campaign management across CTV, audio, display, mobile, DOOH, and in-game channels, powered by proprietary Household ID™ technology for cookieless household-level targeting. The ViantAI ecosystem includes AI Bid Optimizer (bidding automation), AI Planning (media planning), AI Analysis & Measurement (analytics), and AI Decisioning/Outcomes (fully autonomous campaign execution). Supporting modules include Identity Resolution for deterministic cross-device matching, Data Platform for audience insights, Advanced Reporting for closed-loop ROAS measurement, Direct Access for supply path optimization, and Machine Learning Optimization for fraud detection. Viant has expanded capabilities through acquisitions (IRIS.TV for content intelligence, TVision Insights for attention measurement) and integrations with major publishers, data providers, and technology partners.

Differentiator

Problem solved

Functional benefit

Brands

• ViantAI: AI-powered advertising platform comprising AI Bidding, AI Planning, AI Analysis & Measurement, and AI Decisioning products.
• Adelphic

Products and services

• Adelphic DSP Viant's flagship omnichannel demand-side platform enabling marketers to plan, execute, and measure programmatic advertising campaigns across CTV, display, mobile, audio, DOOH, and in-game channels through a self-service portal with optional managed-service support. Built for agencies and brand-direct advertisers.
• ViantAI AI-powered advertising platform comprising AI Bidding (85% adoption, 40% cost savings), AI Planning (data-driven media plans in as little as 60 seconds), AI Analysis & Measurement, and AI Decisioning/Outcomes. Built on proprietary Lattice Brain architecture for autonomous campaign execution.
• Household ID™ Patented cookieless household-level identity solution using deterministic and probabilistic data signals to translate IP addresses into 125 million addressable households (115 million with real individuals). Present in 80%+ of open-internet bid opportunities and 90% of CTV bids, supporting cross-device targeting and frequency management.
• IRIS.TV (Content Intelligence) Wholly-owned subsidiary offering the IRIS_ID content intelligence platform for CTV. Enables content-level contextual, emotional, and brand suitability signals within premium CTV inventory in a VPPA-compliant, privacy-first manner.
• TVision Insights Attention Measurement Wholly-owned subsidiary providing second-by-second camera-based attention measurement, including eyes-on-screen detection, co-viewing patterns, and in-room presence indicators. Enables attention-adjusted CPM pricing and cross-environment measurement spanning linear TV, CTV, and digital walled gardens.
• Outcomes (AI Decisioning) Fully autonomous advertising product that allows advertisers to define desired business outcomes while the Lattice Brain AI autonomously handles campaign setup, optimization, and ongoing execution end-to-end without manual intervention.

Quantifiable outcome

• 22% revenue growth year-over-year to $344.2 million in 2025
• +7 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability12 records

Feature6 records

Partnerships

14 partnerships are on record, tiered strategic, core and minor.

• Ad Fontes MediastrategicTechnology or Integration · 21 May 2026Partnership to incorporate news reliability and political bias ratings into Viant's connected TV advertising platform. First-of-its-kind on CTV, enabling advertisers to target news inventory based on content-level reliability and political bias scores rather than broader app-level signals.
• TVision InsightscoreTechnology or Integration · 15 April 2026Acquisition for $40 million ($22.5M cash and $17.5M stock) to integrate second-by-second attention measurement, co-viewing technology, and in-room presence tracking. Enables attention-adjusted CPM pricing and cross-environment measurement spanning linear TV, CTV, and digital walled gardens. Transaction closed May 2026.
• IRIS.TVcoreTechnology or Integration · 15 April 2026Viant acquired IRIS.TV to expand CTV and advanced advertising capabilities. IRIS_ID content intelligence enables contextual, emotional, and brand suitability signals within premium CTV inventory. VPPA-compliant, privacy-first targeting integrated into Direct Access program.
• WHOOPcoreStrategic or Co-development Partner · 5 March 2026Multi-year strategic partnership designating Viant as WHOOP's DSP of Record for connected TV advertising. Enables household-level CTV targeting, contextual intelligence through IRIS_ID, and incrementality measurement for subscriber acquisition. WHOOP selected Viant for identity resolution infrastructure, supply and fee transparency, and exclusively buy-side model avoiding conflicts of interest.
• iHeartMediacoreStrategic or Co-development Partner · 18 December 2025Partnership enables programmatic addressable audio campaigns across iHeart's full audio network including podcasts, streaming, and broadcast radio. Integration through Triton Digital marks first time OTA broadcast radio brought into Viant's programmatic platform. Delivers greater precision, transparency, and performance for audio advertising.
• Magnite/SpringServestrategicTechnology or Integration · 6 November 2025Integration expands Viant's direct access in CTV advertising through Magnite SpringServe. Enables expanded direct publisher relationships and premium CTV inventory access.
• AdTegralminorChannel Partner/ Reseller/ Distributor · 22 August 2025Partnership activates SMB agencies and brands with programmatic access. Simplifies entry barriers for smaller players to access Viant's programmatic capabilities.
• MagnitestrategicTechnology or IntegrationIntegration with key partner supports access to first-class music and podcast inventory through programmatic channels. Enables non-skippable inventory and high-quality audio environments.
• Experian, Catalina, Data Axle, Epsilon, TransUnion, Dun & BradstreetcoreTechnology or IntegrationData provider integrations (70+) within Viant's identity graph matched to create one of the largest pools of identity data. Enable extensive identity mapping for targeting based on purchase behaviors, location, TV viewership insights.
• SafeGraph, VerasetstrategicTechnology or IntegrationLocation data partners providing validated visitation data for foot traffic attribution. Enable detailed 'Foot Traffic Attribution' reports connecting digital ad exposure to physical locations.
• Catalina, IRI, NCSolutionsstrategicTechnology or IntegrationSales and purchase data partners enabling optimization campaigns based on direct sales and market share data. Support tactic-level reporting throughout campaigns with in-flight optimization capability.
• SnowflakestrategicTechnology or IntegrationClean room integration supporting privacy-compliant data collaboration and onboarding. Enables secure data collaboration environments for advertiser first-party data.
• FreeWheel, Discovery, WarnerMediacoreTechnology or IntegrationCTV supply partners providing quality inventory access with exceptional reach. Includes fraud-protection solutions ensuring premium programming adjacency.
• Disney, NBCUniversal, Roku, Samsung, Tubi, Paramount, AMC Networks, DirecTV, FuboTV, LG Ad Solutions, SiriusXM, Sling TV, Spectrum, Vizio, Warner Bros. Discovery, XumocoreTechnology or IntegrationPremium CTV and audio publishers integrated through Direct Access program. Enables direct inventory and first-party data integration with transparent supply path. 20+ publisher partners across streaming, broadcast, and audio.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• The Trade Desk: The Trade Desk (NASDAQ: TTD) is the largest independent buy-side DSP and Viant's most direct competitor. Both offer omnichannel programmatic buying with cookieless identity, CTV, and AI-driven optimization; TTD's Kokai AI platform and RampID identity directly compete with ViantAI and Household ID.
• LiveRamp: LiveRamp (NYSE: RAMP) operates RampID, a leading identity resolution and data connectivity platform used across the ad ecosystem. Directly comparable to Viant's Household ID technology as both target cookieless people-based advertising infrastructure for brands and DSPs.
• Criteo: Criteo (NASDAQ: CRTO) operates a commerce-focused DSP with retargeting and omnichannel capabilities. Both Viant and Criteo serve brand-direct advertisers with AI-driven bidding and audience targeting, though Criteo has historically been more focused on retail/ecommerce retargeting.

Broad incumbents

• Magnite: Magnite (NASDAQ: MGNI) is the largest independent sell-side platform specializing in CTV and video inventory. Operates on opposite side of Viant's DSP but is a key supply partner via SpringServe integration; both compete for CTV ad budgets from different sides of the programmatic pipe.
• Pubmatic: PubMatic (NASDAQ: PUBM) is an independent sell-side platform focused on omnichannel programmatic monetization, particularly CTV and digital video. Like Viant, it serves the open-web programmatic ecosystem with cloud-based technology, though on the supply side rather than demand side.
• Yahoo (Yahoo Advertising): Yahoo (now Apollo-owned) operates the Yahoo DSP, formerly Verizon Media's demand-side platform. Offers omnichannel programmatic buying with native supply integration, comparable to Viant's DSP plus identity stack, with broader scale and supply ownership.

Emerging players

• DoubleVerify: DoubleVerify (NYSE: DV) provides ad measurement and verification including attention analytics, fraud detection, and brand safety. Viant's TVision acquisition directly competes with DV's attention measurement product, and both serve brand advertisers seeking independent verification of ad performance.
• Integral Ad Science: IAS (NASDAQ: IAS) is a leading ad verification and measurement company offering viewability, fraud detection, and brand suitability. Competitor in the verification/attention measurement layer of programmatic, increasingly overlapping with Viant's TVision-acquired capabilities.
• MediaMath: MediaMath operates an independent omnichannel DSP focused on enterprise and mid-market advertisers. Directly comparable product offering to Viant's Adelphic DSP with cookieless identity and omnichannel capabilities, though smaller and less CTV-focused.

Regional players

• Adform: Adform is a European-headquartered independent DSP and ad server offering omnichannel programmatic buying. Comparable platform offering to Viant with cookieless identity, but primarily serves EMEA markets while Viant focuses on North America.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/viant_tech
• YouTubem.youtube.com/channel/UCB0MvfCABkrsdhYWjb5iwhQ
• Facebookfacebook.com/ViantTechnology
• LinkedInlinkedin.com/company/viant-technology
• Instagraminstagram.com/viant_tech

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Viant