Viant and Publica shorten the supply chain for streaming ads
The integration gives advertisers a more direct route to connected-TV inventory as streaming ad infrastructure remains fragmented.
Connected-TV advertising still passes through a complex chain of platforms and intermediaries.
What happened
Publica by IAS integrated with Viant’s Direct Access product.
The integration gives Viant advertisers a more direct route to connected-TV inventory from Publica publishers.
The companies say the goal is to reduce supply-chain complexity while improving transparency and signal quality between advertisers and streaming publishers.
Why it matters
Streaming audiences have grown quickly, but the advertising infrastructure around them remains fragmented.
More direct access can reduce unnecessary intermediaries and improve the quality of information passed between buyers and publishers.
That matters as advertisers demand better measurement and greater control over where budgets flow.
The bigger picture
Streaming advertising is maturing into a more infrastructure-driven market.
As connected TV grows, competition increasingly centres on transparency, directness and data quality rather than simply access to audiences. This integration fits that shift.