Viant Technology's Q4 2024: Dissecting Contradictions in Market Dynamics, AI Impact, and Advertising Growth

These are the key contradictions discussed in Viant Technology Inc.'s latest 2024Q4 earnings call, specifically including: Market Conditions and Advertiser Behavior, Customer Growth Drivers, Market Conditions and Business Impacts, AI Adoption and Customer Behavior, Market Conditions and Performance, and Advertising Opportunities in the Streaming Audio Channel:



Revenue and Contribution Growth:
- Viant Technology reported revenue of $90.1 million for Q4 2024, a 40% increase over the prior year period.
- Contribution ex TAC for Q4 totaled $554.4 million, up 28% year over year.
- Growth was driven by accelerated adoption of innovative products and services, particularly within the CTV channel.

CTV and Ad Spend Growth:
- CTV ad spend increased by over 40% for the full year 2024, nearly double the industry growth rate.
- CTV accounted for over 40% of ad spend on their platform.
- The growth in CTV is attributed to the ongoing shift of linear ad spend to CTV and the company's leadership in targeting and measurement solutions.

Addressability and Identity Solutions:
- Advertiser spend associated with the Household ID increased over 50% for the full year 2024.
- The acquisition of IRIS TV expanded Viant's targeting and measurement suite, enhancing addressability.
- Growth in addressability is driven by the irreversible trend of advertisers seeking more information about their target audiences and campaign performance.

AI Integration and Platform Development:
- AI bidding, now utilized for 80% of ad spend on the platform, is enabling efficient inventory search and transaction.
- AI planning has been well-received, doubling the velocity of new business pitches for agencies and improving workflow efficiencies.
- The integration of AI is aimed at optimizing return on ad spend, expanding total addressable market, and enhancing overall platform performance.