Viant Launches Fee-Free CTV Deal Buying Across Most Programmatic Demand
· 2d ago · Originally reported by PPC Land
Viant has introduced a new approach to connected TV (CTV) deal buying, allowing private marketplace and guaranteed streaming transactions to be executed without fees for either buyers or sellers. The service leverages integrations with FreeWheel, SpringServe, and Publica, covering the majority of programmatic CTV demand.
Why it matters
This move could disrupt the traditional fee structures in CTV programmatic advertising, potentially reducing costs for advertisers and publishers while challenging the role of supply-side platforms (SSPs).
Explain it like I’m new here
It's like letting people buy and sell TV ads online without anyone taking a cut in the middle.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
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.
Private marketplace (PMP)
A private marketplace (PMP) is an invitation-only programmatic auction in which a publisher lets a selected group of buyers bid on specific inventory, usually with a floor price, via a deal ID.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
Go deeper
Related stories
FreeWheel Reports Growth in CTV Ad Consumption Across Europe
FreeWheel has published its latest Video Monetisation Report, highlighting continued growth in connected TV (CTV) ad consumption throughout Europe. The report, released twice yearly, tracks trends in premium video and how content owners…
Programmatic Streaming Ad Views Increase 44% in Europe, FreeWheel Reports
FreeWheel data shows a 44% rise in programmatic streaming ad views across Europe. The number of unique advertisers buying programmatically grew by 25% in 15 European markets, with guaranteed deals making up 71% of the region's programmatic…
CTV Accounts for Over Half of Premium Video Ad Views in Europe, Says FreeWheel
A new report from FreeWheel reveals that connected TV (CTV) now represents 53% of premium video ad views in Europe. This indicates a significant shift in how audiences are consuming video content and how advertisers are allocating budgets.
Comcast Advertising Study Highlights TV and Streaming's Impact on Ad Performance
Comcast Advertising has published its Multiscreen Performance Report, analyzing how TV and streaming campaigns influence consumer attention, reach, and actions. The research suggests that combining TV and streaming can double incremental…
GVTLabs Introduces AskGVT Tool for Enhanced Video Search Capabilities
GVTLabs has launched AskGVT, a new tool designed to make video content more searchable and accessible. The solution aims to help users quickly find specific moments or information within long-form videos or extensive video libraries.
Jamloop Introduces Verified Supply for Enhanced Transparency in CTV Advertising
Jamloop has launched Verified Supply™, a new solution aimed at increasing transparency and accountability in connected TV (CTV) advertising. The offering is designed to help advertisers better understand and trust the sources of their CTV…