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Also at the forefront of AI agent development, Viant’s agentic efforts center on optimization and performance intelligence across CTV and omnichannel environments.

“The walled gardens are really good at generate demand capture, but brands need to move to demand generation,” said Jon Schulz, Chief Marketing Officer at Viant Technology. For example, “a channel like automotive is going to be tough [for a Meta or Google to deploy AI]. “These companies need to think about, ‘how do I stay in touch with a customer throughout that journey?’”

Ad units against this year’s Milan-Cortina games are available via Amazon DSP, FreeWheel, Viant, The Trade Desk, Yahoo and NBCU.

“Retail media networks are maturing fast, and I think the real growth in 2026 will come from what happens off-site,” said Jon Schulz, CMO of Viant. “Commerce media isn’t just a walled-garden play anymore, it’s becoming a full-funnel strategy.”

Tim Vanderhook, CEO and Co-Founder of Viant, explains how LLMs are transforming not only how marketers reach audiences, but how consumers discover brands.

At CES 2026, AdExchanger featured Tim and Chris Vanderhook, Co-Founders of Viant in video interviews to share their perspective on where the industry stands as we kick off the new year.