Viant Acquires Generative AI Video Ad Platform Waymark for $20M
· 24h ago · Originally reported by AdExchanger
Viant announced a $20 million acquisition of Waymark, a generative AI video ad platform used by media companies including Comcast, Fox, NBCU, Spectrum Reach and Gray Television. Waymark has generated more than a million ads over the past year for local advertisers. The deal pushes Viant further into CTV ad creative.
Why it matters
It shows DSPs moving beyond buying media into creating the ads themselves, and signals how central generative AI is becoming to local and CTV advertising workflows.
Explain it like I’m new here
A company that helps buy TV ads is buying a tool that writes and makes the ads too, like a store that used to just sell shelf space now also designing the posters.
The deal
Viant → Waymark · acquisition · announced · $20M
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Read the original at AdExchanger
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.
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.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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