Viant expands Direct Access — advertisers gain fee‑free, direct CTV inventory paths

Context

Viant Technology Inc. has rolled out an expanded Direct Access feature, allowing advertisers to execute direct deals and open‑market buys on the largest CTV publishers without fees. This move offers brands a more cost‑efficient route to premium CTV inventory, which could reshape how media planners allocate budgets across programmatic and direct channels. Marketing teams focused on CTV spend should evaluate the new path for potential savings and inventory control.