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]

Core Insights - Magnite has launched the next generation of its SpringServe video platform, aimed at enhancing the advertising process for media owners and buyers in the CTV/OTT space [1][3] - The platform connects buyers to 99% of US streaming supply, verified by Jounce Media, and offers tools for streamlined workflows and yield optimization for media owners [2] Company Developments - Initial clients of the new SpringServe platform include major players such as Disney Advertising, LG Ad Solutions, Paramount, Roku, Samsung, and Warner Bros. Discovery [1] - The platform is designed to provide greater transparency, predictability, and control over ad placements, which is essential for effective monetization and yield management [3] Industry Impact - The unified platform is expected to enhance the advertising process, allowing for better demand source control and real-time ad placement optimization [3][4] - The advancements in programmatic capabilities are seen as crucial for driving efficiency and performance in the advertising landscape [3][4] Functional Enhancements - The SpringServe platform includes features such as intelligent ad decisioning, automated ad routing, centralized deal management, and integration of first- and third-party data [6] - A streamlined user interface and reporting tools are also part of the platform, aimed at improving ad operations for CTV and OTT publishers [6]