Viant Technology Expands Direct Access Product to Support Deal-Based Buying

09:48 AM EDT, 09/24/2026 (MT Newswires) -- Viant Technology (DSP) has expanded its flagship Supply Path Optimization, or SPO, product Direct Access, the company said Thursday. The expansion adds support for deal-based buying, enabling advertisers to execute programmatic guaranteed and private marketplace deals in addition to open market buys, Viant said. Citing Jounce Media, the company said the expansion is live across the industry's largest CTV publishers, which represent 94% of programmatic demand. Price: 12.17, Change: -0.13, Percent Change: -1.02