Observed Signal · Sep 25, 2026 · Market Signal · Source: Viant · Impact: 3/5
Viant Technology Expands Flagship Product
The expansion adds support for deal-based buying, giving advertisers the ability to execute programmatic guaranteed and private marketplace deals in addition to open market buys, so Direct Access can now cater to any campaign need, Irvine-based Viant said in a statement yesterday.
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Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
OpenAI absent from Nvidia's AI agent safety consortium
Nvidia launched a consortium of over 100 companies dedicated to solving rogue AI agents, called the Open Agent Safety Platform. OpenAI, along with Amazon, Google, and Apple, did not publicly sign on, despite OpenAI being a major player and Anthropic supporting it. However, an OpenAI spokesperson said the company supports Nvidia's work and is collaborating on OpenShell, a sandbox component. OpenAI is developing its own safeguards and has its own consortium, Defense Factory, with partners like Anthropic, AWS, and Google. The platform includes a proprietary hardware element (Nvidia Sentry on BlueField-4 DPUs) which may deter some from full commitment. Hugging Face, which Nvidia acquired for $12.9 billion, contributed a feature to detect unauthorized agent activity.
OpenAI launches ChatGPT office suite with Space, Pages, slides
At its Dev Day conference in San Francisco, OpenAI announced new ChatGPT features targeting office workers, directly competing with Microsoft's workplace software. The launch includes 'Space,' a shared workspace for collaboration with AI agents called 'Dots,' and 'Pages,' a word processor for human-agent collaboration. OpenAI also introduced collaborative slides, which can be generated through conversation and edited by multiple users and agents. These products aim to position ChatGPT as a comprehensive office suite, challenging Microsoft Office and Google Workspace. While OpenAI and Microsoft have been close partners, this move intensifies their rivalry in the productivity software market. Microsoft and Salesforce have also been integrating AI into their offerings, indicating a broader industry shift towards AI-powered work tools.
OpenAI Expands ChatGPT Plugins with App-like Interfaces and Automations
At its Dev Day presentation, OpenAI announced new plugin extensions for ChatGPT, allowing developers to build app-like experiences directly within the chat interface. These extensions will give apps a dedicated home in the ChatGPT sidebar and support interactive panels, including file viewers tailored to developers' products. OpenAI is also introducing a Plugin Creator tool to simplify plugin development and submission, along with improved ranking and recommendation in the plugin directory. Users can approve access needs individually. ChatGPT Sites can host these plugins, enabling sharing with colleagues who can use them with their own connected data. Additionally, OpenAI announced support for the proposed MCP Events specification, allowing plugins to trigger automations based on events in connected apps, making automations easier to add and manage.
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