Viant Taps Ad Fontes Media to Bring ‘News Bias’ Targeting to CTV

Why It Matters

By allowing bias‑based targeting, the partnership gives brands a new lever to protect reputation and align messaging with audience preferences, a critical need as CTV ad spend accelerates.

Key Takeaways

• Viant integrates Ad Fontes bias scores into its CTV DSP.
• First CTV solution to target news by reliability and politics.
• Advertisers can bid on individual news programs meeting quality thresholds.
• Enables brand‑safe placements amid rising concerns over misinformation.

Pulse Analysis

The Viant‑Ad Fontes partnership arrives at a moment when connected‑TV ad spend is projected to surpass $100 billion this year, reshaping how brands reach viewers away from traditional linear TV. By embedding a proven reliability and political bias framework directly into the DSP, Viant gives advertisers the ability to fine‑tune placements at the program level, a precision previously limited to digital display or search. This granular approach aligns with the broader industry shift toward data‑driven, context‑rich buying that prioritizes brand safety and audience relevance.

Ad Fontes Media, known for its Media Bias Chart, scores news content on a spectrum from highly reliable to questionable, and from left‑leaning to right‑leaning. Applying these scores to CTV inventory means advertisers can now exclude low‑trust or politically misaligned shows, reducing the risk of brand association with misinformation. The integration also simplifies media planning: instead of negotiating blanket deals across entire networks, marketers can programmatically bid on specific shows that meet their editorial standards, optimizing spend efficiency and audience alignment.

The broader implication is a potential industry standard for bias‑aware targeting across streaming platforms. As regulators and consumer groups scrutinize political advertising and misinformation, tools like Viant’s may become essential for compliance and reputation management. Early adopters could gain a competitive edge, while competitors are likely to develop similar capabilities, accelerating the evolution of CTV as a sophisticated, accountable advertising channel.