Viant Acquires Waymark to Add AI-Generated Creative to Its DSP
· 5h ago · Originally reported by AdExchanger
Viant's acquisition of Waymark brings AI-generated creative into its demand-side platform, a bolt-on focused on creative rather than media buying or measurement. Separately, The Trade Desk CEO Jeff Green said the company is open to acquisitions, raising questions about what kind of target it might pursue.
Why it matters
It signals that DSPs are expanding beyond media and measurement into creative production, potentially letting advertisers generate and iterate ads within the same platform that buys the inventory.
Explain it like I’m new here
It's like a store that used to just sell ad space now also offering to design the ads for you, using AI to make them on the spot.
The deal
Viant → Waymark · acquisition · announced
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Read the original at AdExchanger
Terms in this story
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
DSP (demand-side platform)
A DSP (demand-side platform) is software that advertisers and agencies use to buy ad impressions automatically across many exchanges and publishers, deciding which impressions to bid on and how much.
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