Unlocking the Future of Programmatic Advertising: How NextNW Sponsor Viant is Leading with AI and CTV

Our Executive Director Kent Lewis spoke with Skyler Beresini from Viant about their innovative approach to media buying, identity solutions and the trends he's excited about.

Viant is also an ideal partner for independent media agencies that manage multiple clients and campaigns. By offering personalized, omnichannel campaigns without reliance on third-party cookies, along with closed-loop measurement in a unified view, Viant simplifies the complexities of modern advertising. The Viant DSP enables omnichannel media buying through a single interface, eliminating manual steps and streamlining the entire process. It provides a comprehensive customer view across all media and is both flexible and scalable. With access to channels including CTV, streaming audio, DOOH, in-game, and display, Viant ensures that advertisers and agencies alike can execute high-impact campaigns with efficiency and precision.

NextNW: Please tell us a little about your company, Viant.

Skyler: For over 25 years, Viant Technology has been at the forefront of technology innovation for advertisers. As a leading enterprise-grade Demand-Side Platform (DSP), Viant excels in delivering omnichannel digital advertising, driving growth through connected television (CTV), advanced identity solutions, and AI-driven Autonomous Advertising through the launch of ViantAI.

NextNW: How do you differentiate your company’s offering against competitors in the DSP space?

Skyler: Viant stands out in the DSP space for its AI-powered approach, CTV expertise, and advanced identity solutions. At the core of this differentiation is ViantAI, the industry’s first AI-powered media planning and execution platform, which streamlines the entire programmatic process—from audience selection and budget allocation to bidding—all within an intuitive chat interface. This technology accelerates media planning and optimizes bidding, securing the best inventory at the lowest cost while driving measurable performance improvements. In CTV, Viant’s Direct Access program connects advertisers with premium publishers like Disney and NBCUniversal, eliminating unnecessary intermediaries to ensure brand-safe, high-quality placements. The recent acquisition of IRIS.tv further enhances CTV targeting by enabling advertisers to align messaging with contextually relevant content, maximizing emotional resonance and engagement. On the identity front, Viant’s proprietary Household Identification technology resolves fragmented identifiers, enabling precise targeting across channels. Viant collaborates with over 70 strategic data partners to enhance the strength and accuracy of our identity framework. With the ability to reach 95% of U.S. adults 18+, Viant’s Household ID ensures addressability at scale. Beyond these pillars, Viant differentiates itself with robust in-platform measurement, top-tier customer service, and a commitment to sustainability, offering carbon-neutral programmatic buying and renewable energy credits to clients.

NextNW: Who is your ideal client and why?

Skyler: Viant serves advertisers of all sizes, offering solutions tailored to a variety of goals and KPIs. However, Viant is particularly valuable for advertisers looking to drive measurable outcomes with fewer resources. With premium customer service, self-service AI tools that enhance efficiency and uncover new opportunities for traders—freeing them to focus on creativity and strategy—Viant empowers advertisers to achieve more. Additionally, Viant provides seamless access to premium CTV placements without requiring direct negotiations with a sales representative.

NextNW: We’re excited to partner on a variety of networking and educational events. What are you most looking forward to in terms of engaging with NextNW members?

Skyler: I’m thrilled to engage with the NextNW community and learn from the incredible talent and leadership that make the Pacific Northwest such a dynamic hub for innovation. The opportunity to connect with industry veterans, exchange ideas, and gain insights from diverse perspectives—whether from brands, agencies, media, or creative freelancers—is invaluable. I’m particularly excited about the mix of networking and educational events, where we can collaborate on new ways to drive impact through creativity and technology. NextNW’s commitment to fostering inclusion, inspiration, and growth aligns perfectly with Viant’s company goals, and I look forward to contributing to and learning from this vibrant community.

NextNW: What are you most excited about in the coming year relating to Viant or the industry in general?

Skyler: I’m most excited about the momentum we’ve seen around AI, particularly following the launch of ViantAI in September 2024. We have ambitious plans to expand its capabilities beyond planning and bidding optimization to include advanced measurement and data analysis. Soon, advertisers will be able to plan, buy, optimize, and measure campaigns within a unified, intelligent platform. At Viant, we envision a future of autonomous advertising—just as self-driving cars automate navigation, AI-powered DSPs will revolutionize media buying, making it more efficient and intelligent than ever before.

We’re also excited about the continued shift toward streaming as more linear TV placements transition to Connected TV (CTV). This transition allows advertisers to access premium streaming inventory programmatically, eliminating the need for traditional direct deals with publishers or reliance on media agencies with linear TV divisions. This year marked a major milestone with the first Olympics fully available for CTV viewing—and with it, the first opportunity for programmatic advertisers to secure ad placements within the event. This is a game-changer, and we anticipate that live sports inventory across streaming platforms will increasingly become available for programmatic transactions, unlocking new opportunities for advertisers.

NextNW: How do you see DSPs evolving in the next 2-5 years?

Skyler: DSPs are poised for significant transformation over the next 2-5 years, largely driven by advancements in artificial intelligence. Historically, DSPs have been perceived as complex platforms requiring extensive media training and onboarding. AI is set to change that by automating critical tasks such as planning, bidding, and campaign optimization, making DSPs more intuitive and accessible.

The sheer volume of variables in programmatic advertising—trillions of potential ways to construct, buy, and optimize a campaign—far exceeds human capacity for analysis. AI will streamline this process, securing optimal placements at the best prices while driving superior outcomes.

As AI enhances usability and efficiency, DSPs will become more accessible to advertisers of all sizes. Small and mid-sized brands will gain access to premium inventory, such as high-profile sporting events or top-tier television programming, thanks to AI-driven automation and improved inventory access. In the coming years, DSPs will no longer be tools reserved for seasoned media buyers but instead serve as dynamic, AI-powered platforms enabling smarter, more effective advertising for a broader range of advertisers.

NextNW: Any parting thoughts for our readers?

Skyler: Don’t underestimate the power of Connected TV and streaming—it’s the future of advertising, and the most effective driver of performance across the marketing funnel. For too long, traditional attribution models have undervalued CTV, often giving last-touch credit to channels like search and social. At Viant, we recognize CTV’s true impact and are committed to providing advertisers with the tools to prove its value. Through our Direct Access program, strategic acquisitions of IRIS.tv and lockr, and our award-winning ViantAI suite, we’re equipping advertisers of all sizes with the insights and capabilities to maximize CTV’s potential. Our focus remains on delivering the best outcomes for our clients.

Thank you to Viant for being a sponsor of NextNW - without your support we could not bring our valuable programming to our members!

To learn more about Viant and to speak with Skyler directly please drop him an email: sberesini@viantinc.com