Viant Technology cautions path complexity undermines media value and transparency

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08.07.2026

Viant Technology cautions path complexity undermines media value and transparency — Viant Technology targets ad chain costs

Viant Technology warns that each additional intermediary between advertisers and publishers drives up costs and erodes key performance signals.

According to the company, these extra steps not only reduce the efficacy of working media but also introduce more complexity into the advertising process. Viant Technology asserts that the path between advertiser and publisher is now as crucial as the digital inventory itself for successful media execution.

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Earlier this year, Viant Technology introduced Viant Publisher Solutions with new tools aimed at helping publishers optimize digital advertising. The launch added capabilities for publishers to manage and improve their ad inventory. The company continues to focus on streamlining the connection between advertisers and publishers.

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