Viant Technology Inc. (DSP): Marketing Mix Analysis [Dec-2025 Updated]

Honestly, trying to map out where Viant Technology Inc. stands as 2025 wraps up requires cutting through the noise, but the numbers tell a clear story: they are doubling down on autonomy. You see this in their ViantAI suite, which is automating a huge chunk of ad spend, and their massive push into Connected TV, which hit 46% of their total ad spend in Q3 2025. Plus, with a new business pipeline exceeding $250 million in potential spend and a clear focus on privacy-safe targeting, the question isn't if they are relevant, but how their current Product, Place, Promotion, and Price structure is set to capture that growth. Let's break down the four Ps right now to see exactly where the opportunity-and the risk-is hiding.

Viant Technology Inc. (DSP) - Marketing Mix: Product

The product element for Viant Technology Inc. centers on its autonomous advertising platform, which is built upon a sophisticated demand-side platform (DSP) foundation.

ViantAI suite: The autonomous advertising platform is powered by the ViantAI product suite, which includes several phases. The AI Bidding component currently automates approximately 85% of the ad spending on Viant Technology Inc.'s platform. The company has successfully rolled out three of the four phases comprising the ViantAI suite.

The core offering is an omnichannel platform supporting several key digital channels. The focus on premium inventory is evident in the channel spend distribution.

Addressability solutions are proprietary technologies designed to maintain targeting precision in a cookieless environment. Utilization of these solutions continues to ramp up across the platform.

• Household ID Match Rate (via TransUnion partnership): 95% of U.S. adults (18+).
• IRIS_ID Expansion: Expanded reach through integration with Tubi.
• IRIS_ID CTV Bid Stream Penetration Target: Clear path to achieve 50% penetration in the months following Q3 2025.

The Connected TV (CTV) segment is a primary growth driver for Viant Technology Inc.'s product performance. The platform's ability to transact across CTV is a significant component of its revenue generation.

• CTV Ad Spend in Q3 2025: Accounted for 46% of total ad spend, marking a record high.
• CTV Ad Spend in Q1 2025: Eclipsed 45% of total advertiser spend.

The final stage of the ViantAI suite is scheduled for release by the end of the year. This addition is intended to significantly broaden the platform's market reach by serving a new advertiser segment.

• AI Decisioning Launch Timing: Expected to launch by year-end 2025.
• Target Addressable Market Expansion: Expected to include performance advertisers, representing 10 million advertisers.
• Targeted Digital Spend Pool: Over half of the $240 billion currently allocated to search and social digital channels.

Viant Technology Inc. (DSP) - Marketing Mix: Place

You're looking at how Viant Technology Inc. gets its AI-powered programmatic advertising platform-the Demand-Side Platform (DSP)-into the hands of advertisers. Place, in this context, is about the digital infrastructure and the direct connections that make their inventory accessible.

Cloud-based access: Self-service Demand-Side Platform (DSP) accessible globally via the cloud

Viant Technology Inc.'s core distribution mechanism is its omnichannel platform, which is built for Connected TV (CTV) and operates via the cloud. This structure allows marketers to plan, execute, and measure campaigns with efficiency. The platform's AI-driven nature means that features like AI Bidding automate approximately 85% of the ad spending on the platform, simplifying the user experience for distribution and execution across the open Internet.

Direct publisher access: CTV Direct Access program, including a major partnership with LG's 45 million US connected devices

The company is actively eliminating fragmented intermediaries by strengthening direct connections with major CTV platforms through its Direct Access program. A key example is the strategic integration with LG Ad Solutions, announced in July 2025. This partnership provides advertisers with direct-to-glass access to LG's premium inventory across 45 million connected devices in the United States. The penetration of this direct access program is significant; in the third quarter of 2025, nearly half of all CTV spend ran through these direct access premium publishers.

The distribution strategy focuses on premium, addressable video, as CTV spend reached an all-time high, representing 46% of total advertiser spend in Q3 2025. Furthermore, spend across all emerging digital channels, including CTV, streaming audio, and digital out-of-home, collectively represented approximately 56% of total platform spend in Q3 2025, up from 50% in 2024 and 43% in 2023.

Here's a quick look at the scale of these distribution and content reach partnerships:

Target market: Historically mid-market, but actively expanding with an enterprise sales team for larger clients

Viant Technology Inc. is clearly shifting its distribution focus upmarket. While historically serving the mid-market, the company has been actively hiring what they term an enterprise team to pursue larger clients. This expansion is evidenced by the pipeline development and the recent flagship multi-year partnership with Molson Coors, one of the world's largest beverage companies, designated as the advertising platform to power their programmatic campaigns starting in 2026. The final phase of the ViantAI product suite, AI Decisioning, is also designed to expand the addressable market to include performance advertisers needing a do-it-for-me solution across the open Internet.

Sales pipeline: New business pipeline with major U.S. advertisers exceeds $250 million in potential incremental ad spend

The success of the expanded sales focus is quantified by the current new business pipeline. Recent pitches with major U.S. advertisers have established a pipeline of new opportunities that exceeds $250 million in potential annualized incremental ad spend. This pipeline represents a new addressable market for Viant Technology Inc.

Content reach: Integration with Wurl, expanding IRIS_ID reach to over 3,000 FAST channels

Distribution quality is enhanced by content intelligence. The integration of the IRIS_ID content identifier with Wurl has significantly expanded reach within the Free Ad-Supported Streaming TV (FAST) sector. This integration specifically expanded reach to over 3,000 FAST channels, spanning more than 55 streaming services. The underlying IRIS.TV technology, acquired in late 2024, has integrated with over 1,400 video content owners and platforms, indexing over 60,000,000 streaming video files to provide content-level contextual data for better ad placement.

• The platform's identity infrastructure, including Household ID, helps advertisers achieve true addressability.
• The company ended Q2 2025 with $173 million in cash and cash equivalents and no debt.
• CTV accounted for approximately 45% of total ad spend in Q2 2025, rising to 46% in Q3 2025.

Viant Technology Inc. (DSP) - Marketing Mix: Promotion

You're hiring before product-market fit... that's not your situation now. Viant Technology Inc. is aggressively promoting its AI-first platform to secure market share against incumbents. The promotion centers on demonstrating tangible, measurable outcomes driven by proprietary technology, moving the conversation beyond simple media buying.

AI-driven narrative: Positioning as the leader in fully autonomous advertising solutions via ViantAI.

Viant Technology Inc. promotes ViantAI as the future of programmatic advertising, framing it as the industry's first autonomous media planning and buying platform. This positioning is reinforced by industry recognition; ViantAI was selected as "Best AI-Powered Advertising Solution" in the 8th annual MarTech Breakthrough Awards program conducted by MarTech Breakthrough. The platform is marketed as an intelligent command center that handles the entire campaign lifecycle, from building plans to optimizing execution, allowing advertisers to focus on strategy and creativity. The fourth phase of the product suite, AI Decisioning, is scheduled for launch by the end of 2025, completing the fully autonomous vision.

Competitive differentiation: Highlighting addressability solutions as a privacy-centric alternative to third-party cookies.

A core promotional theme is Viant Technology Inc.'s leadership in identity solutions, positioning them as a privacy-centric alternative in a cookie-deprecating world. The company emphasizes its proprietary addressability solutions, specifically Household ID and IRIS\_ID, which enable the activation of first-party data at scale. The IRIS\_ID contextual identifier saw expanded reach through a new integration with the CTV publisher, Tubi, enhancing contextual and emotional targeting capabilities. This focus on transparency and identity infrastructure is used to attract major brand advertisers.

Major client wins: Signed a multi-year partnership with Molson Coors Beverage Company in Q3 2025.

A significant promotional milestone was the announcement in Q3 2025 of a multi-year partnership designating Viant Technology Inc. as the Advertising Platform for Molson Coors Beverage Company. This partnership, set to power programmatic ad campaigns across the U.S. starting in 2026, is heavily promoted as validation of Viant Technology Inc.'s intelligence layer and autonomous advertising capabilities. The collaboration is focused on responsibly reaching the right legal drinking age audiences and coining a new standard for programmatic performance called "Findability."

Thought leadership: Promoting expertise in programmatic DOOH and AI-powered omnichannel campaigns.

Viant Technology Inc. actively promotes its expertise in programmatic Digital Out-of-Home (DOOH) advertising. The omnichannel DSP offers comprehensive DOOH inventory, including roadside billboards, retail, and airport placements. Thought leadership content stresses the best practice of integrating DOOH activations with mobile ad retargeting and Connected TV (CTV) to amplify audience reach. The promotion highlights how ViantAI can manage the complexity of omnichannel campaigns involving millions of variable combinations.

Performance proof: Emphasizing AI Bidding's ability to deliver up to 46% reductions in media costs.

Performance is proven through specific metrics tied to the ViantAI suite. While the company emphasizes the goal of cost reduction, one documented example shows a 36% reduction in CPM (Cost Per Thousand Impressions) using the AI Bid Optimizer™ tool in a test campaign. Furthermore, the adoption of the AI product suite is quantified by the fact that AI Bidding is automating approximately 85% of ad spend as of Q3 2025. The growth in high-value channels is also a key promotional statistic.

Here's a quick look at the adoption and performance metrics being used in promotion:

The promotion also leverages recent financial achievements to signal market momentum and advertiser confidence:

• Q3 2025 Revenue reached $85.6 million, a 7% year-over-year increase.
• Q3 2025 Contribution ex-TAC grew 12% to $53 million.
• Viant Technology Inc. repurchased 4.8 million shares of Class A common stock through November 7, 2025.

Viant Technology Inc. (DSP) - Marketing Mix: Price

The pricing strategy for Viant Technology Inc. centers on reflecting the value delivered through its proprietary technology, moving beyond a simple technology fee structure.

Value-based model: Pricing structure tied to performance and efficiency, not just a low tech fee. Viant Technology Inc. aims to stand out by offering value-based pricing, helping its customers lower their media costs and CPMs by up to 46% through enhanced features like AI bidding. This approach is supported by the continued attachment of new features onto the platform, such as AI planning and AI Measurement.

You see the core financial performance that underpins this pricing power in the third quarter results:

The company's financial strength provides a solid foundation for its pricing flexibility and investment in technology. Viant Technology Inc. ended Q3 2025 with $161.3 million in cash and cash equivalents and effectively zero long-term debt. This liquidity supports ongoing product development and strategic positioning.

Looking ahead, the market sentiment, as reflected by analyst projections, suggests continued top-line expectations for the full year:

• Full-year 2025 revenue is projected by analysts at approximately $333.0 million.
• Viant Technology Inc. Q4 2025 guidance targets an Adjusted EBITDA margin of 37% of Contribution ex-TAC.

The focus on margin expansion is clear in the near-term outlook. For Q4 2025, the guidance targets an Adjusted EBITDA margin of 37% of Contribution ex-TAC, representing over 500 basis points of improvement over the prior year period at the midpoint.