Viant Enhances Direct Access in CTV Through Integration with Magnite SpringServe
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Nov 06 2025
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Source: Newsfilter
Viant's Direct Access Program Expansion: Viant Technology Inc. has expanded its Direct Access program through a direct integration with Magnite's SpringServe video platform, enhancing transparency and efficiency in CTV advertising by connecting advertisers directly to publishers.
Benefits for Advertisers and Publishers: The integration allows advertisers to have greater control and faster access to premium CTV supply while supporting publishers' yield and control, thereby reinforcing Viant's leadership in CTV performance.
Market Growth and Optimization: With U.S. CTV ad spend projected to exceed $30 billion by 2025, the integration aims to optimize supply paths, ensuring transparency and performance in a rapidly growing market.
Commitment to Open Internet: This collaboration emphasizes the importance of interoperability and accountability in the advertising ecosystem, benefiting advertisers, publishers, and audiences by promoting a more efficient and effective marketplace.
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Analyst Views on DSP
Wall Street analysts forecast DSP stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for DSP is 18.70 USD with a low forecast of 16.50 USD and a high forecast of 22.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
7 Analyst Rating
7 Buy
0 Hold
0 Sell
Strong Buy
Current: 12.490
Low
16.50
Averages
18.70
High
22.00
Current: 12.490
Low
16.50
Averages
18.70
High
22.00
About DSP
Viant Technology Inc. is an advertising technology company. The Company is engaged in artificial intelligence (AI)-powered programmatic advertising. The Company’s omnichannel platform, built for Connected TV (CTV), allows marketers to plan, execute, and measure their campaigns. Its cloud-based demand side platform (DSP) enables the programmatic purchase of advertising, which is the electronification of the digital advertising buying process. Its DSP is used by marketers and their advertising agencies to centralize the planning, buying and measurement of their digital advertising across various channels. Through its omnichannel platform, a marketer can buy ads on CTV, mobile, desktop, in-game, streaming audio and digital billboards. Its product suite, ViantAI, handles every stage of programmatic advertising, from building campaigns to optimizing execution. IRIS.TV, a Viant Technology company, is the only data platform built for video and CTV. IRIS_ID is its content identifier.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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