Viant Technology Inc (NASDAQ: DSP) is a programmatic advertising technology company that operates a demand-side platform (DSP) enabling marketers and advertising agencies to plan, buy, and measure digital advertising campaigns across multiple channels. Revenue is generated by charging customers a platform fee on advertiser spend, with pricing offered through a fixed CPM option and a percentage-of-spend option, both of which include costs of advertising media, third-party data, and add-on features. The platform operates primarily in the U.S. market and serves omnichannel advertising inventory spanning connected television (CTV), desktop, mobile, streaming audio, and digital out-of-home formats. Revenue grew 19.0% for the year ended December 31, 2025 compared to the year ended December 31, 2024. The company operates as a single reportable segment. Fourth-quarter revenue is historically the highest due to seasonal holiday advertising concentration, and political advertising cycles create additional revenue variability.

Revenue model

Viant charges customers a platform fee on total advertiser spend, which includes costs of advertising media, third-party data, other add-on features, and the platform fee itself. Two pricing structures are offered: a fixed CPM option and a percentage-of-spend option. Traffic acquisition costs (TAC) are recorded under platform operations as cost of revenues and represent amounts payable to media and data suppliers.

Products and services

The core product is a self-service DSP that provides marketers with campaign execution, optimization, and measurement across omnichannel inventory. Key platform capabilities include real-time bidding, private marketplace, and programmatic guaranteed transaction types, audience segmentation using a proprietary Household ID (HHID), forecasting and reporting tools, and return-on-advertising-spend (ROAS) measurement. Supported channels include CTV, desktop, mobile, streaming audio, and digital out-of-home.

Customers and end markets

Customers are marketers and their advertising agencies. The platform serves demand for programmatic advertising across CTV, desktop, mobile, streaming audio, and digital billboard channels. The primary end market is the U.S. digital advertising market. Revenue concentration among specific customers is not disclosed in the excerpts.

Value-chain role

Viant sits on the buy side of the programmatic advertising supply chain as a demand-side platform, connecting advertisers and agencies to advertising inventory supplied by media and data suppliers. The platform intermediates between advertiser demand and publisher supply through real-time bidding and other transaction types.

Geographic exposure

The company's focus is primarily on the U.S. market, as stated in the 10-K filed 2026-03-11.

Source: SEC 10-K, filed 2026-03-11

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