Viant Technology Inc. (NASDAQ: DSP) has launched enhanced Publisher Solutions, a centralized tool set designed to provide advertisers with higher-quality inventory and publishers with greater transparency into supply quality. These solutions aim to improve signal fidelity, supply path efficiency, and audience addressability across the Viant advertising platform. Unlike many competitive solutions, Viant Publisher Solutions are available at no cost to publisher partners.

The new offering features SupplyIQ, a publisher-specific dashboard that provides key performance data around Direct Access, Household ID (HHID), and IRIS_ID. These inputs influence how the Viant ad platform values inventory, allocates spend, and optimizes campaign performance. By strengthening identity, content, and signal coverage, publishers can directly impact the effectiveness of the DSP's bidding process.

"Today's programmatic ecosystem requires deeper alignment between premium supply and brand advertisers," said Tim Vanderhook, CEO, Viant Technology. "With Viant Publisher Solutions, we are creating a more transparent and efficient marketplace, giving publishers control and insight into their inventory while enabling advertisers to access premium, signal-rich supply that drives real, measurable outcomes."

Viant Publisher Solutions have been broadly adopted across the programmatic ecosystem, representing some of the most-watched streaming content globally. The platform's Direct Access framework, which connects advertisers to premium CTV and digital inventory through cost-efficient paths, currently accounts for 85% of CTV spend on Viant. This framework eliminates unnecessary intermediary hops, ensuring a greater share of advertiser dollars goes toward working media.

"As a publisher, creating more direct relationships with DSPs is increasingly important to maximize both transparency and monetization," said Vijay Rao, Senior Vice President of Partnerships at Tubi. "Viant's Direct Access framework gives us a way to collaborate more closely, improve signal quality, and unlock incremental revenue opportunities without additional platform fees."

Core Features of Viant Publisher Solutions

Brad Feinberg, Vice President, Media & Marketing Operations at Molson Coors Beverage Company, emphasized the importance of transparency and innovation in CTV. "Viant delivers on both, and their Household ID and identity framework gives Molson Coors the future-proofed foundation to power our marketing effectiveness and digital transformation ambitions in 2026 and beyond," Feinberg said.