Viant, AdTegral Partner to Activate SMB Agencies and Brands
The co-managed model provides advertisers with a cost-effective entry into Viant’s platform, which supports advanced identity resolution, real-time measurement, and omnichannel targeting across CTV, desktop, mobile, audio, and DOOH.
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Viant Technology Inc., a CTV and AI-powered programmatic advertising company, has announced a strategic partnership with AdTegral, a programmatic media solutions provider.
As Viant’s debut activation partner, AdTegral will enable agencies and brands to access and activate campaigns on Viant’s demand-side platform (DSP) through a co-managed, performance-optimised model with no spend minimum levels to access.
This partnership is the certified integration of Viant DSP into a third-party platform, unlocking expanded access to Viant’s technology, scale, and performance for small and mid-sized (SMB) advertisers.
Viant is AdTegral’s DSP activation partner, selected for its Connected TV (CTV) expertise, AI-powered platform, and reporting capabilities, which help brands optimise performance across the entire customer journey.
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This partnership is designed to streamline media buying and democratise programmatic access for advertisers who may lack large monthly media budgets but still seek to leverage Viant’s DSP— all while benefiting from expert-led campaign build, launch, optimisation and performance measurement.
“Our collaboration with AdTegral supports Viant’s mission to deliver smarter, scalable outcomes to small and mid-market advertisers,” said Josh Hare, EVP of Sales at Viant.
“By combining Viant’s advanced platform with AdTegral’s hands-on activation model, advertisers gain a powerful solution that drives efficiency, precision and measurable impact.”
AdTegral’s programmatic team, built with skilled planners and traders from the agency Aletheia, will oversee campaign lifecycle management—helping to ensure a seamless client experience from onboarding to optimisation, with a clear pathway to transition into Viant’s DSP.
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The co-managed model provides advertisers with a cost-effective entry into Viant’s platform, which supports advanced identity resolution, real-time measurement, and omnichannel targeting across CTV, desktop, mobile, audio, and DOOH.
“Viant’s platform—powered by a robust identity graph, AI-driven tools and advanced reporting solutions—represents the future of programmatic advertising,” said Patrick Derdeyn, SVP of Business Development at AdTegral.
“We’re proud to partner exclusively with the Viant DSP to bring these capabilities to advertisers seeking immediate impact and long-term strategic advantage through expert-led media execution.”
The partnership will deliver value across key verticals, including retail, healthcare and CPG, where programmatic performance, transparency and measurement are critical.
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