Viant Expands Direct Access in CTV with Magnite SpringServe Integration

Why It Matters

By streamlining supply‑path transparency and performance, the integration helps advertisers achieve higher ROI and gives publishers stronger demand and control, accelerating growth in the rapidly expanding CTV market.

Summary

Viant Technology announced that its Direct Access program now integrates directly with Magnite’s SpringServe video ad server, giving advertisers a transparent, direct‑to‑publisher path for premium CTV inventory. The integration removes non‑value‑added intermediaries, promising faster decisioning, higher efficiency and better performance for outcome‑driven CTV campaigns. Viant and Magnite say the partnership enhances buyer optionality and supports publisher yield while addressing the growing $30 billion U.S. CTV ad spend in 2025. Executives from both firms highlighted the move as a step toward a more open, accountable ecosystem amid concerns over walled‑garden opacity.