Viant Technology Partners with Disney Advertising to Enhance CTV Advertising Solutions

Viant Technology and Disney Advertising Forge Strategic Partnership for Enhanced CTV Advertising

Viant Technology Inc. strengthens its position in the advertising landscape with an expanded agreement with Disney Advertising, aimed at improving the accessibility of premium connected TV (CTV), video, and display inventory for advertisers. This partnership leverages Disney’s advanced Clean Room technology and proprietary BridgeID, combined with Viant’s innovative Household ID, to provide advertisers with the tools necessary to effectively reach large audiences. The collaboration is particularly significant as it enhances campaign performance, making it easier for advertisers to connect with targeted consumers across various platforms.

The implications of this agreement are particularly beneficial for midmarket buyers, as highlighted by Matt Barnes, VP of Programmatic Sales at Disney Advertising. He emphasizes that this partnership offers increased opportunities, flexibility, and control for advertisers of all sizes, effectively leveling the playing field in a competitive market. The new capabilities are designed to utilize Viant’s expertise in CTV, which is expected to improve addressability by up to 20%. This enhancement not only benefits advertisers but also positions Viant as a crucial player in the evolving CTV advertising ecosystem.

Tom Wolfe, Viant’s SVP of Business Development, underscores the strategic importance of this collaboration, noting that it not only strengthens Viant's strategic partnership with Disney but also creates substantial value for advertisers. By facilitating impactful relationships with leading CTV content owners and optimizing supply paths through first-party data utilization, this partnership aims to drive more effective advertising outcomes. As a recognized leader in AI-powered programmatic advertising, Viant continues to innovate in digital marketing, particularly with its omnichannel platform tailored for CTV, and the recent launch of ViantAI, which promises to further transform autonomous advertising solutions.

In addition to this significant partnership, Viant Technology has received notable accolades, including being named the Best Demand-Side Platform by MarTech Breakthrough and earning Great Place to Work® certification. These recognitions highlight Viant's commitment to excellence and innovation within the digital advertising sector. Furthermore, the company’s focus on harnessing first-party data and advanced technologies positions it advantageously for future growth and success in the rapidly evolving advertising landscape.

Overall, the collaboration between Viant Technology and Disney Advertising represents a strategic advancement in audience activation and advertising effectiveness, paving the way for enhanced capabilities in the CTV advertising market.