Viant Launches “Outcomes” the First Fully Autonomous Open Internet Ad Product

Key Terms

programmatic advertising technical

Programmatic advertising is the automated buying and selling of digital ad space using software and data to match ads to specific audiences in real time, like an electronic auction where advertisers bid for attention and publishers sell ad slots. It matters to investors because it shapes how efficiently a company can turn user attention into predictable revenue, affects margins and growth potential, and brings data-privacy and platform-quality risks that can influence future earnings.

autonomous advertising technical

Autonomous advertising is the use of software and artificial intelligence to plan, buy, place and continuously optimize digital ads with minimal human intervention — like putting an ad campaign on autopilot so it adjusts in real time to what works best. It matters to investors because it can cut marketing costs, boost sales and scale ad spending faster, while also introducing operational risks and data-privacy or measurement issues that can affect revenue and valuation.

open internet technical

The open internet is the idea that all lawful online content, services and sites should be reachable without favoring, blocking or slowing particular sources — like a public highway where every car travels under the same rules. Investors care because rules or breakdowns that let some traffic be prioritized can reshape which companies win or lose, change costs for content delivery and advertising, and alter returns on networks and digital services.

invalid traffic technical

Invalid traffic is website or ad activity that does not come from genuine human interest — for example automated bots, accidental clicks, or deliberate click fraud — and therefore does not represent real customers. It matters to investors because it can make audience size, engagement, and ad revenue look better or worse than they truly are, like mistaking mannequins in a store for real shoppers, and that distorts valuation, advertising effectiveness, and financial forecasts.

real-time delivery data technical

Real-time delivery data is continuous, up-to-the-minute information about where shipments, orders or service fulfillments are and whether they have been completed, gathered from scanners, sensors or digital tracking feeds. For investors it acts like a live scoreboard of a company’s operations: faster, more accurate data usually means lower costs, fewer delays and happier customers, which can signal stronger revenue reliability and lower operational risk.

dsp technical

A demand-side platform (DSP) is software that automates buying digital advertising space across websites, apps and video, letting marketers bid for and place ads in real time. Think of it as a smart shopper that compares many stores at once to find the best price and audience for each ad. Investors watch DSPs because their reach, pricing efficiency, data access and compliance with privacy rules directly affect revenue growth, margins and competitive position in ad-driven businesses.

walled gardens technical

A walled garden is a closed digital ecosystem where a company controls which apps, services, data and transactions can enter or leave, limiting how easily users and partners can interact with outside platforms. For investors, that control can boost recurring revenue and customer loyalty—like a shopping mall that keeps shoppers and rents inside—but also concentrates regulatory, competitive and innovation risk if the market or rules push for more openness.

The Next Generation ViantAI Innovation Powered by AI Lattice Brain

IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced the launch of Outcomes, its first fully autonomous advertising product, bringing to life the AI Decisioning functionality of ViantAI.

Outcomes introduces a new class of advertising execution—Autonomous Outcomes—designed to remove the operational burden of campaign setup, optimization and day-to-day management while maintaining transparency into where ads run and how performance is achieved.

At the core of Outcomes is Viant’s newly developed AI Lattice Brain, a decisioning architecture purpose-built to operate campaigns autonomously. The Lattice Brain continuously evaluates multiple proprietary data signals in parallel—including Viant Household ID, IRIS_ID, supply quality scoring, historical campaign performance, bid pricing dynamics and real-time delivery data—to determine and execute optimization decisions without manual intervention.

Unlike automated products offered by large walled gardens which often rely on opaque optimization, Outcomes applies autonomous execution across the open internet while preserving advertiser visibility. Advertisers define the business result they want to achieve—such as product sales, customer acquisition or return on ad spend—and Viant AI autonomously manages execution toward that outcome, transparently.

“Advertising has spent decades forcing teams to manage complexity instead of results,” said Tim Vanderhook, co-founder and CEO of Viant Technology. “Outcomes flips that model. Advertisers declare the outcome they want and our AI Lattice Brain handles the decision-making and execution behind the scenes—using differentiated signals and full transparency into delivery.”

Outcomes is powered by Viant’s vertically integrated data and technology stack, including its industry-leading ability to separate real human audiences from invalid traffic across premium inventory. By combining identity, quality, and performance signals within the Lattice Brain, ViantAI optimizes toward outcomes using higher-quality inputs than traditional automation systems.

The launch of Outcomes marks a significant milestone in Viant’s broader vision to deliver a fully autonomous DSP, where artificial intelligence assumes responsibility for ongoing optimization and decisioning, allowing human teams to focus on strategy and business priorities.

Outcomes is available immediately to Viant customers.

ABOUT VIANT

Viant Technology Inc. (NASDAQ: DSP) is a leader in CTV and AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Viant’s omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best AI-Powered Advertising Solution and Best Demand-Side Platform by MarTech Breakthrough, Best Strategic AI Platform by the Adweek Tech Stack Awards, and received a Great Place to Work® certification and the Business Intelligence Group’s AI Excellence Award. Learn more at viantinc.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260105084667/en/

Media Contact:

Marielle Lyon

press@viantinc.com

Source: Viant Technology Inc.