Core Insights - Viant has announced an expansion of its Direct Access program, enhancing its capabilities in the advertising technology sector [1] - The company has formed a strategic partnership with Magnite's SpringServe video platform, indicating a focus on improving video advertising solutions [1] Company Developments - The expansion of the Direct Access program is aimed at providing advertisers with more streamlined access to inventory and improved targeting options [1] - The partnership with Magnite's SpringServe is expected to enhance Viant's video advertising offerings, allowing for better integration and performance [1] Industry Trends - The move reflects a broader trend in the advertising technology industry towards increased collaboration between platforms to optimize ad delivery and effectiveness [1] - The focus on video advertising is particularly relevant as digital video consumption continues to rise, creating new opportunities for advertisers [1]