Week in Review: Netflix Talks Up Programmatic, Viant Acquires TVision, and Digital Video Sees Rapid Growth

Why It Matters

The moves underscore accelerating programmatic adoption in streaming, boosting CTV data capabilities and confirming video’s growing share of digital ad dollars, reshaping where marketers allocate spend.

Key Takeaways

• Netflix targets $3B ad revenue; programmatic to reach 50% of non‑live ads
• Programmatic expansion will attract smaller advertisers, increasing overall ad sales share
• Viant buys TVision for $40M, adding cross‑platform viewing insights
• IAB shows digital video ad spend rose 25% to $78B in 2025
• Video now makes up 26.5% of digital ad revenue, behind social

Pulse Analysis

Programmatic advertising is becoming the backbone of Netflix’s ad‑supported tier, positioning the streamer to capture a broader spectrum of advertisers. By aiming for half of its non‑live ad inventory to be sold programmatically, Netflix can automate buying, improve inventory efficiency, and offer smaller brands access to its massive subscriber base. This shift mirrors a broader industry trend where streaming platforms leverage data‑driven buying to compete with traditional TV and digital giants.

Viant’s acquisition of TVision for $40 million adds a critical layer of cross‑platform viewing intelligence to its CTV marketplace. The integration of attention and co‑viewing metrics helps advertisers evaluate campaign performance beyond platform‑specific attribution, addressing long‑standing transparency concerns. As advertisers demand holistic measurement across linear TV, OTT, and FAST channels, the combined offering positions Viant to capture a larger share of the rapidly expanding CTV spend.

The IAB’s latest findings highlight the meteoric rise of digital video, with a 25% YoY increase to $78 billion in 2025, now representing over a quarter of all digital ad revenue. This growth is fueled by shifting consumer habits toward streaming and creator‑led content, prompting brands to allocate more budget to video formats that deliver measurable performance. As AI, creator advertising, and streaming video continue to reshape the market, advertisers will increasingly seek platforms that can prove incremental lift, making data‑rich, programmatic solutions essential for future growth.