Viant Technology Inc. has expanded Direct Access, to focus on the largest, premium CTV content owners, who collectively represent over 75% of the addressable CTV market in the United States. Direct Access, Viant?s supply path optimization initiative launched earlier this year, drives cost efficiencies and carbon reduction for advertisers by forging direct partnerships with leading publishers. Fueled by the growth of Direct Access, Viant?s CTV business is currently outpacing the overall U.S. CTV market and represents the larger channel in Viant?s DSP.

In addition, Direct Access marks another step Viant has taken to further its sustainability mission by creating efficiencies in the digital supply path that drive carbon reduction.