Viant

Viant operates a B2B adtech platform model centred on programmematic demand-side buying. It creates value by combining media buying infrastructure, household identity resolution, data onboarding and measurement in one system, allowing advertisers and agencies to run addressable campaigns across multiple channels. Revenue scales with platform usage, particularly advertiser spend flowing through the DSP, and is reinforced by adjacent platform capabilities that improve targeting, attribution and supply access.

Viant is a US-listed advertising technology company that sells a programmatic media buying platform to advertisers, brands and agencies. Its core product is a demand-side platform used to plan, buy and measure digital advertising across connected TV, mobile, desktop, audio and digital out-of-home. Around the DSP, it has built supporting identity resolution, data onboarding and optimisation capabilities, including a proprietary household-level identity graph and an integrated data platform.

The company primarily makes money by taking a percentage of media spend transacted through its platform, with additional value derived from data activation, premium inventory access and embedded optimisation features. Its customers are business buyers rather than consumers: marketers, agency trading teams and programmematic buyers using the platform for omnichannel campaign execution, targeting and measurement.