Viant Widens Omnichannel Ad Abilities With WideOrbit Deal


Advertising technology company Viant has inked a partnership with WideOrbit, the media platform known for connecting ads and audiences across multiple touchpoints.

The deal gives Viant’s customers the opportunity to advance linear TV ad buying and delivery of ads “in a true omnichannel approach.”

“With Viant’s addition of WideOrbit’s Programmatic Marketplace TV advertising solution, marketers can now efficiently buy live TV inventory and track their campaigns through a single platform,” the companies said in an announcement released early Tuesday (5/5).

As part of the integration, Viant clients can plan, execute and measure linear TV alongside their CTV, mobile, desktop, DOOH and audio executions.

“With access to all advertising breaks within any show, and the ability to leverage household-level deterministic insights for pre-planning strategies, Viant will facilitate greater TV viewer reach and campaign results for its customers,” WideOrbit said.

Viant Chief Marketing Officer Jon Schulz said, “As TV and video budgets continue to shift to programmatic and TV emerges as a key part of the digital ecosystem, automation is critical. Advertisers truly need a transparent and automated strategy for planning, executing and measuring their linear TV buys. This strategic partnership with WideOrbit further supports Viant’s strategy of delivering customers a leading omnichannel platform for their campaigns.”

WideOrbit Chief Revenue Officer Mike Zinsmeister added, “Demand continues to increase for automated, measurable transactions across all media channels. Partnering with Viant creates a successful strategy for advertisers working toward a more holistic approach to targeting, allowing them to easily include linear TV in their cross-channel campaigns. By bringing that demand to TV stations selling their inventory through WO Programmatic Marketplace, we’re providing access to new revenue streams that will allow them to maximize yield.”