CTV Is One Of The Fastest-Growing Channels On Viant's Platform - But There's Still Value In Linear | AdExchanger
Briefly

from AdExchanger4 months ago
During Q1 this year, Viant reported that streaming audio and CTV combined represented more than half of the total ad spend on its platform. Direct Access, Viant's solution for connected TV ad buying, focuses on CTV publishers, offering direct connections with major players like Disney and Paramount.
AdExchangerhttps://www.adexchanger.com/ctv-roundup/ctv-is-one-of-the-fastest-growing-channels-on-viants-platform-but-theres-still-value-in-linear/
More than 50% of CTV spend in the quarter came through Viant's Direct Access program, showing significant growth from the previous quarter. This solution allows advertisers to buy directly from premium content owners instead of going through middlemen.
AdExchangerhttps://www.adexchanger.com/ctv-roundup/ctv-is-one-of-the-fastest-growing-channels-on-viants-platform-but-theres-still-value-in-linear/
Tim Vanderhook highlighted the essence of Viant's Direct Access, emphasizing the choice for clients to buy directly from premium content owners or continue through middlemen at higher rates and more fees. The tool aims to streamline CTV ad buying by providing a direct connection with over 20 CTV publishers like Disney and Fox.
AdExchangerhttps://www.adexchanger.com/ctv-roundup/ctv-is-one-of-the-fastest-growing-channels-on-viants-platform-but-theres-still-value-in-linear/
Read at AdExchanger
#viant #direct-access-program #ctv-ad-spend #premium-content-owners #programmatic-advertising
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