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Viant’s Keith Petri argues that Intermediaries know identity drives demand, so they inject it where it didn’t exist upstream. Without precision or verifiable provenance, this becomes identity garnish. It looks valuable in the bid request, but it misrepresents the underlying supply, distorts performance signals, and complicates measurement and reporting.

Ari Paparo notes that “Viant showed how you could create a media plan from a prompt in seconds, without all those pesky analysts and strategists. Very cool stuff.”

Advertisers leveraging Viant’s DSP can now activate addressable campaigns across the full spectrum of iHeartMedia’s audio network, unlocking greater precision, transparency, and performance for brands seeking outcomes from one of media’s fastest-growing channels.

Viant struck a deal with iHeartMedia and its Triton Digital advertising platform that will make iHeart’s broadcast radio inventory available through Viant’s DSP, the companies announced Thursday.

In terms of the upcoming Olympics, NBCU said that partnerships with platforms like Viant will allow it to open up a private marketplace with biddable access for advertisers of all size.

Advertisers gain biddable access to the 2026 Milan Cortina Olympic and Paralympic Winter Games through partnerships with Amazon DSP, Viant, and other ad-tech vendors.