“You just plug in the brand, budget, flight dates, and campaign goal, and it generates a plan you can activate in the DSP,” he said. “That’s been a big catalyst for us.”

CTV accounts for 45% of all ad spend flowing through Viant, Schulz said. He added that a “big part of Viant’s success” stems from its generative AI product, ViantAI, which launched last September.

“Outpacing industry growth and gaining market share, we launched ViantAI and our CTV ad spend grew at twice the rate of the overall market,” said Tim Vanderhook, co-founder and CEO, Viant, citing Emarketer and IAB metrics to benchmark industry-wide performance.