Viant and AdTegral's Strategic Partnership: A Game-Changer for SMB Advertisers in Programmatic Media

The programmatic advertising landscape in 2025 is undergoing a seismic shift, driven by evolving consumer privacy regulations, the rise of AI-driven targeting, and the growing demand for transparency in ad spend. Amid this transformation, Viant Technology Inc. (NASDAQ: DSP) and AdTegral have forged a groundbreaking partnership that redefines access to high-performance programmatic tools for small and mid-sized businesses (SMBs). By introducing a co-managed, performance-optimized demand-side platform (DSP) model with no minimum spend requirements, the collaboration addresses a critical gap in the market while positioning itself at the forefront of a $1.2 trillion global programmatic advertising industry.

The Co-Managed Model: Breaking Barriers for SMBs

Traditional programmatic advertising has long been dominated by large enterprises with the budgets and technical expertise to navigate complex platforms. Viant and AdTegral's co-managed model dismantles these barriers. AdTegral, as Viant's exclusive activation partner, provides a hands-on, expert-led approach to campaign management, from onboarding to optimization. This includes leveraging Viant's AI-powered tools, advanced identity resolution, and omnichannel targeting across Connected TV (CTV), mobile, desktop, audio, and DOOH. For SMBs, this means access to enterprise-grade technology without the need for in-house ad operations teams or six-figure budgets.

The partnership's first-of-its-kind certified integration of Viant's DSP into a third-party platform is a strategic win. It democratizes access to Viant's robust identity graph and real-time measurement capabilities, which are critical for industries like retail, healthcare, and CPG—verticals where programmatic performance and transparency are non-negotiable. According to Frost Radar 2025, Viant ranks among the top 12 DSP providers globally, a testament to its innovation and market resilience.

Market Trends Amplifying the Partnership's Potential

The 2025 programmatic ecosystem is defined by three key trends:
1. Cookieless Privacy Challenges: With third-party cookies fading, SMBs must pivot to first-party data and contextual targeting. Viant's co-managed model supports this shift by integrating AI-driven contextual targeting and alternative identifiers like UID 2.0.
2. Rise of Private Marketplaces (PMPs): Over 91% of U.S. programmatic display spending now flows through PMPs and programmatic direct deals. Viant's platform offers SMBs access to premium inventory, reducing ad fraud risks and enhancing brand safety.
3. AI-Driven Video Advertising: Generative AI is revolutionizing creative workflows, enabling dynamic ad personalization. Viant's AI-powered tools allow SMBs to create hyper-relevant video campaigns without large creative teams.

Competitive Advantages and Long-Term Growth

Viant's co-managed model outpaces competitors like Adobe and The Trade Desk by offering a hybrid approach: self-service flexibility paired with managed-service expertise. This is particularly valuable for SMBs, which often lack the resources to optimize complex platforms independently. AdTegral's certified team of planners and traders ensures campaigns are built, launched, and optimized with precision, while Viant's AI-driven analytics provide real-time insights for data-driven decisions.

The partnership also aligns with Viant's broader strategic initiatives, including its CTV Direct Access program and the third phase of its ViantAI suite. These innovations are attracting major U.S. advertisers, creating a robust pipeline for growth. For investors, the co-managed model represents a scalable solution to a $250 billion SMB advertising market, which is projected to grow at a 12% CAGR through 2030.

Investment Implications

The Viant-AdTegral partnership is more than a product launch—it's a structural shift in how SMBs access programmatic advertising. By removing financial and technical barriers, the co-managed model taps into a vast, underserved market. For investors, this translates to long-term growth potential as Viant captures a larger share of the SMB segment, which is expected to outperform the broader advertising market in 2025.

However, risks remain. The success of the model hinges on Viant's ability to maintain its technological edge in AI and CTV, as well as AdTegral's capacity to scale its managed services without compromising quality. Investors should monitor quarterly revenue trends and client retention rates to gauge the partnership's traction.

Conclusion

Viant and AdTegral's co-managed DSP model is a masterstroke in the evolving programmatic landscape. It not only addresses the immediate needs of SMB advertisers but also positions Viant as a leader in the AI-driven, privacy-compliant future of digital advertising. For investors seeking exposure to a scalable, innovative platform with strong market positioning, this partnership offers a compelling case for long-term growth. As the industry shifts toward controlled environments and data-driven strategies, Viant's ability to democratize access to advanced advertising tools will likely cement its role as a key player in the next decade of digital marketing.