Viant Technology growth playbook

Write a one-line summary for each card from its own results box (for example "ViantAI Outcomes cut MacKenzie-Childs' cost per purchase 2.4x with a 60.4% incremental lift"). Align the UMass title with its result (cost per acquisition, not "more leads"). Add a "ViantAI Outcomes" filter next to Agency, Enterprise and Publisher, and pin the head-to-head AI-vs-human story to the top of the hub and the /ai page.

The hub is where proof is checked before a meeting. Accurate, specific summaries make the autonomous-AI story believable at a glance, and the same lines become Highspot snippets and email copy for the field.

[ ] Summary matches the results box
[ ] One number, one product, one outcome
[ ] Title and result say the same thing
[ ] Tagged ViantAI / Agency / Enterprise / Publisher
[ ] Vertical tag (CPG, Retail, Travel, Financial Services)
[ ] Same line in Highspot

• Clients need to approve wording

  Use only results already published on each story page.

• Template reuses the field again

  Make the summary a required field per story.

• Your websiteCase studies hub (checked October 22, 2026): the four newest cards, "Umass Global Drives 1.9x More Student Leads With ViantAI Outcomes", "ViantAI Outcomes Improves CPA For MacKenzie-Childs by 2.4x", "ViantAI Outcomes Scales Success By 1.1x For Kampgrounds Of America" and "CTV & Audio Boost Public University Conversions", all carry the same summary: "Learn how Viant Household targeting with people-based B2B partner integrations generated 11.5x ROAS and 39% lift in conversions."Source
• Your websiteThe ViantAI Outcomes stories themselves have strong, different results: MacKenzie-Childs, "2.4x improvement in the cost per purchase", "60.4% incremental lift"; UMass Global, "1.9x improvement in the cost per acquisition" and "48% cost reduction" in a head-to-head test against "a manually optimized control refined over years". The UMass title says "1.9x More Student Leads" while its results box says 1.9x better cost per acquisition.Source
• HiringSr. Product Marketing Manager, GTM Content (posted August 27, 2026): will "own the operating system behind Viant's core commercial narratives, including the Viant Narrative, Agency Pitches, and Vertical Pitches", make sure narratives "reflect current product capabilities, proof points", "coordinate cross-product solution modules organized around customer problems", own "Highspot governance, including organization, tagging, publishing, usage analytics, and archiving", and "synthesize Gong and field insights to identify recurring problems, objections, buying criteria".Source
• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source
• Your websiteSitemaps list 274 blog posts, 50 case studies, 26 white papers, 15 videos and 191 press releases; they also list a post whose address contains another address ("/insights/https-www-viantinc-com-insights-blog-dsp-vs-ssp-differences-benefits/"), template pages "/company/child-company/" and "/company/child-company/grand-child-company/", "/privacy-center-old/" pages and an event page ending "ces-2026-old". The case-study filter has only three categories: Agency, Enterprise and Publisher.Source

Publish /solutions/industry/financial-services/ covering insurance, banking, cards and wealth: first-party conversion data onboarding, Conversion Lift for quote and application starts, CTV to drive new demand, and compliant targeting controls. Lead with the two insurance stories and add a downloadable one-pager the new hire can use in first meetings.

A new vertical leader with no page to point to starts from zero; with one, every conference talk and outbound email has a destination, and searches for financial services CTV advertising have somewhere to land.

• Thin proof

  Add one banking or card story within a quarter.

• HiringFour Head of Industry roles are open: CPG and Financial Services (posted August 7, 2026), Retail (August 7, 2026) and Travel. Each will "expand brand-direct demand, deepen agency adoption", "drive industry awareness through thought leadership, executive presentations, industry conferences, and client education" and "develop and execute a category-specific go-to-market strategy". The CPG and Retail posts ask for retail media, commerce media and "omnichannel measurement" experience.Source
• Your websiteIndustry pages (sitemap, checked October 22, 2026): 13 industries, Auto, B2B, Casino & Online Gambling, CBD, CPG, Education, Entertainment, Gaming, Healthcare, Politics, QSR, Retail and Travel & Tourism; no financial services or insurance page (/solutions/industry/financial-services/ returns 404). Most were last updated in October 2025. The CPG, Retail and Travel pages pitch the Household ID and a "cookieless, omnichannel solution", with no ViantAI results.Source
• Your websiteFinancial-services proof already on the site: a National Insurance Company story ("2x total purchases", "1.6x total quotes started", "1.4x total quotes completed", first-party conversion data via Tealium) and an online car insurer that used Conversion Lift reporting to tie CTV ads to form fills.Source

Rewrite the homepage title and description around CTV, ViantAI and autonomous outcomes, with one proof point (record Q2, CTV spend up nearly 50%, or a ViantAI result). Apply the same check to /solutions/dsp/, /ai/ (which has no description) and the industry pages.

Search results and shared links are the first version of the Viant Narrative most buyers see; matching them to the current story costs an hour.

• Brand term rankings shift

  Keep "DSP" and "programmatic" in the title.

• HiringEvery Viant job post describes the company as "an exclusively buy-side, AI-powered advertising platform purpose-built for CTV" that "combines proprietary content intelligence, household-level identity resolution, and person-level attention signals" and is "building the future of autonomous advertising".Source
• Your websiteHomepage: title "Digital Advertising Technology Powered by People" and meta description "a pioneer in people-based digital advertising on the open web, empowers marketers with cookieless targeting"; H1 "Attention is the New Currency"; featured downloads are a CTV cheat sheet, an AI guide and an IRIS.TV announcement; "Success Stories" and "Contact Us" are the calls to action.Source
• Investor newsSecond quarter 2026 results (August 10, 2026): revenue $104.3 million, up 34%; contribution ex-TAC up 24%; CTV advertiser spend up nearly 50%. The CEO: Viant "has successfully evolved into an advertising intelligence company", built on "Lattice Brain, our AI-powered decisioning architecture", with intelligence "spanning identity, content, and viewer attention".Source
• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source

Remove template and "-old" pages from the sitemap and set them to noindex or redirect them; give the DSP vs SSP post a clean address with a redirect from the old one; add a monthly sitemap check to the publishing routine.

Fewer junk pages means crawlers spend their time on product, proof and industry pages, and AI answers quote current pages.

• Breaking old links

  Redirect rather than delete.

• Your websiteSitemaps list 274 blog posts, 50 case studies, 26 white papers, 15 videos and 191 press releases; they also list a post whose address contains another address ("/insights/https-www-viantinc-com-insights-blog-dsp-vs-ssp-differences-benefits/"), template pages "/company/child-company/" and "/company/child-company/grand-child-company/", "/privacy-center-old/" pages and an event page ending "ces-2026-old". The case-study filter has only three categories: Agency, Enterprise and Publisher.Source

Reframe the study page around what still holds (ROI and ROAS from a commissioned study, dated 2022) and link it to newer ViantAI results; update the certification intro and add a ViantAI and Direct Access module. Consider commissioning a new study on ViantAI.

Out-of-date framing on proof pages makes careful buyers doubt newer claims, and certification is how agency traders learn the platform.

• Losing the Forrester proof

  Keep the study, change the framing.

• Your websiteForrester Total Economic Impact page: a 2022 study ("143%" ROI, ROAS up "20%") introduced with "Even though Google pushed off terminating cookies until 2024, digital advertising has largely moved on" and "the fast-approaching world without cookies". The DSP certification page still calls Viant "a people-based DSP that doesn't rely on third-party cookies"; certification is free and takes "two hours or less".Source
• HiringEvery Viant job post describes the company as "an exclusively buy-side, AI-powered advertising platform purpose-built for CTV" that "combines proprietary content intelligence, household-level identity resolution, and person-level attention signals" and is "building the future of autonomous advertising".Source
• Your websiteThe ViantAI Outcomes stories themselves have strong, different results: MacKenzie-Childs, "2.4x improvement in the cost per purchase", "60.4% incremental lift"; UMass Global, "1.9x improvement in the cost per acquisition" and "48% cost reduction" in a head-to-head test against "a manually optimized control refined over years". The UMass title says "1.9x More Student Leads" while its results box says 1.9x better cost per acquisition.Source

Show a compressed poster image first and load the video only after the page is usable (or not on mobile), defer the chat, accessibility overlay and ad pixels, and remove unused JavaScript and CSS. Retest in PageSpeed and watch the real-visitor numbers.

A homepage that sells real-time AI should not be slow, and faster pages lift form fills.

• Tags break

  Test in staging and keep the tag owner in the loop.

• Google PageSpeedMobile lab test of the homepage (October 22, 2026): performance 38, Largest Contentful Paint 21.7 s (the hero background video), 9.3 MB and 178 requests, 35 third parties. Real Chrome visitors fail Core Web Vitals on LCP: 3.9 s at the 75th percentile for the page (target 2.5 s); INP 183 ms and CLS 0.04 pass. Biggest fixes: unused JavaScript (about 3.7 s) and render-blocking requests (about 3.3 s).Source
• Your websiteHomepage: title "Digital Advertising Technology Powered by People" and meta description "a pioneer in people-based digital advertising on the open web, empowers marketers with cookieless targeting"; H1 "Attention is the New Currency"; featured downloads are a CTV cheat sheet, an AI guide and an IRIS.TV announcement; "Success Stories" and "Contact Us" are the calls to action.Source

For each vertical, add the best ViantAI or attention result (MacKenzie-Childs fits retail; the hotel company, state tourism board and KOA stories fit travel; the candy, sausage and sugar substitute stories fit CPG), a section on retail media and loyalty-card data for CPG and Retail, and a vertical pitch download from the GTM content system.

The Heads of Industry will speak at conferences and send outbound; refreshed pages make every talk and email land on current proof.

• Heads not yet hired

  Start with PMM drafts and let each Head refine.

• #1 Fix the case-studies hub: the newest ViantAI proof all shows one copied B2B summary

• HiringFour Head of Industry roles are open: CPG and Financial Services (posted August 7, 2026), Retail (August 7, 2026) and Travel. Each will "expand brand-direct demand, deepen agency adoption", "drive industry awareness through thought leadership, executive presentations, industry conferences, and client education" and "develop and execute a category-specific go-to-market strategy". The CPG and Retail posts ask for retail media, commerce media and "omnichannel measurement" experience.Source
• Your websiteIndustry pages (sitemap, checked October 22, 2026): 13 industries, Auto, B2B, Casino & Online Gambling, CBD, CPG, Education, Entertainment, Gaming, Healthcare, Politics, QSR, Retail and Travel & Tourism; no financial services or insurance page (/solutions/industry/financial-services/ returns 404). Most were last updated in October 2025. The CPG, Retail and Travel pages pitch the Household ID and a "cookieless, omnichannel solution", with no ViantAI results.Source
• Your websiteCase studies hub (checked October 22, 2026): the four newest cards, "Umass Global Drives 1.9x More Student Leads With ViantAI Outcomes", "ViantAI Outcomes Improves CPA For MacKenzie-Childs by 2.4x", "ViantAI Outcomes Scales Success By 1.1x For Kampgrounds Of America" and "CTV & Audio Boost Public University Conversions", all carry the same summary: "Learn how Viant Household targeting with people-based B2B partner integrations generated 11.5x ROAS and 39% lift in conversions."Source
• HiringSr. Product Marketing Manager, GTM Content (posted August 27, 2026): will "own the operating system behind Viant's core commercial narratives, including the Viant Narrative, Agency Pitches, and Vertical Pitches", make sure narratives "reflect current product capabilities, proof points", "coordinate cross-product solution modules organized around customer problems", own "Highspot governance, including organization, tagging, publishing, usage analytics, and archiving", and "synthesize Gong and field insights to identify recurring problems, objections, buying criteria".Source
• Investor newsSeptember 24, 2026: Direct Access, Viant's supply path product, now supports private marketplace and programmatic guaranteed deals across publishers "representing 94% of programmatic demand", live on FreeWheel, Magnite's SpringServe and Publica, and "carries no fee to set up or execute a deal for either buyer or seller".Source

Each month, take the five most-sent Highspot assets and the five most common Gong objections and turn them into public pages: solution modules as web pages, objection answers as FAQ sections on /ai and /solutions/dsp/, and recurring questions as blog posts.

Buyers do most research before the first call; publishing what sellers already use moves those answers earlier in the deal.

• Exposing pitch to rivals

  Publish answers, keep competitor comparisons internal.

• HiringSr. Product Marketing Manager, GTM Content (posted August 27, 2026): will "own the operating system behind Viant's core commercial narratives, including the Viant Narrative, Agency Pitches, and Vertical Pitches", make sure narratives "reflect current product capabilities, proof points", "coordinate cross-product solution modules organized around customer problems", own "Highspot governance, including organization, tagging, publishing, usage analytics, and archiving", and "synthesize Gong and field insights to identify recurring problems, objections, buying criteria".Source
• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source
• Your websiteSitemaps list 274 blog posts, 50 case studies, 26 white papers, 15 videos and 191 press releases; they also list a post whose address contains another address ("/insights/https-www-viantinc-com-insights-blog-dsp-vs-ssp-differences-benefits/"), template pages "/company/child-company/" and "/company/child-company/grand-child-company/", "/privacy-center-old/" pages and an event page ending "ces-2026-old". The case-study filter has only three categories: Agency, Enterprise and Publisher.Source

Package the test: a 30-day split of one existing campaign, ViantAI Outcomes against the agency's own optimization, with agreed success metrics and a shared readout. Give it a landing page, a one-pager and a calendar link, and make it the standard first offer in new-business pitches.

A defined test lowers the risk of switching DSPs, and the agency's own control makes the result hard to dismiss.

• Test loses

  Agree metrics and length up front; learn from it.

• #1 Fix the case-studies hub: the newest ViantAI proof all shows one copied B2B summary

• Your websiteThe ViantAI Outcomes stories themselves have strong, different results: MacKenzie-Childs, "2.4x improvement in the cost per purchase", "60.4% incremental lift"; UMass Global, "1.9x improvement in the cost per acquisition" and "48% cost reduction" in a head-to-head test against "a manually optimized control refined over years". The UMass title says "1.9x More Student Leads" while its results box says 1.9x better cost per acquisition.Source
• HiringField sales hiring: an Account Director in New York (posted October 22, 2026) and one in Los Angeles, described as "hunters who are focused on new business" who "call on agencies and brand directs" and "identify new business opportunities with independent agencies", using "demo-premised and solution-premised selling"; an Account Executive in Chicago, Account Managers in Atlanta and New York, and a Sales Engineer in New York.Source
• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source

Build a calculator on the Direct Access page: monthly CTV spend, share in deals, typical exchange fees; output the estimated working media gained. Sales Engineers use the same model in pitches and pass the estimate into the contact form.

Agencies are measured on working media; a personal estimate turns a press release into a reason to meet.

• Estimates questioned

  Show the method and sources.

• Investor newsSeptember 24, 2026: Direct Access, Viant's supply path product, now supports private marketplace and programmatic guaranteed deals across publishers "representing 94% of programmatic demand", live on FreeWheel, Magnite's SpringServe and Publica, and "carries no fee to set up or execute a deal for either buyer or seller".Source
• HiringField sales hiring: an Account Director in New York (posted October 22, 2026) and one in Los Angeles, described as "hunters who are focused on new business" who "call on agencies and brand directs" and "identify new business opportunities with independent agencies", using "demo-premised and solution-premised selling"; an Account Executive in Chicago, Account Managers in Atlanta and New York, and a Sales Engineer in New York.Source

Create a named program for independent agencies: certified traders, a co-branded case study after the first win, a listing on a Viant partner page, and priority access to new ViantAI features. Account Directors use it as the opener.

Independent agencies want tools that make them look bigger; recognition and co-marketing give them a reason to consolidate spend on Viant.

• Channel conflict with holding companies

  Keep benefits non-financial.

• HiringField sales hiring: an Account Director in New York (posted October 22, 2026) and one in Los Angeles, described as "hunters who are focused on new business" who "call on agencies and brand directs" and "identify new business opportunities with independent agencies", using "demo-premised and solution-premised selling"; an Account Executive in Chicago, Account Managers in Atlanta and New York, and a Sales Engineer in New York.Source
• Your websiteForrester Total Economic Impact page: a 2022 study ("143%" ROI, ROAS up "20%") introduced with "Even though Google pushed off terminating cookies until 2024, digital advertising has largely moved on" and "the fast-approaching world without cookies". The DSP certification page still calls Viant "a people-based DSP that doesn't rely on third-party cookies"; certification is free and takes "two hours or less".Source
• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source
• Your websiteSitemaps list 274 blog posts, 50 case studies, 26 white papers, 15 videos and 191 press releases; they also list a post whose address contains another address ("/insights/https-www-viantinc-com-insights-blog-dsp-vs-ssp-differences-benefits/"), template pages "/company/child-company/" and "/company/child-company/grand-child-company/", "/privacy-center-old/" pages and an event page ending "ces-2026-old". The case-study filter has only three categories: Agency, Enterprise and Publisher.Source

Publish a commerce media page: loyalty and purchase data partners, off-site retail media through Viant, closed-loop sales measurement, and the CPG stories that prove it. Give the two Heads of Industry a shared narrative for brand and retailer meetings.

Retail media budgets are where CPG and retail growth is, and a clear page positions Viant for the off-site share.

• Partner approvals

  Name only partners that approve.

• HiringFour Head of Industry roles are open: CPG and Financial Services (posted August 7, 2026), Retail (August 7, 2026) and Travel. Each will "expand brand-direct demand, deepen agency adoption", "drive industry awareness through thought leadership, executive presentations, industry conferences, and client education" and "develop and execute a category-specific go-to-market strategy". The CPG and Retail posts ask for retail media, commerce media and "omnichannel measurement" experience.Source
• Your websiteIndustry pages (sitemap, checked October 22, 2026): 13 industries, Auto, B2B, Casino & Online Gambling, CBD, CPG, Education, Entertainment, Gaming, Healthcare, Politics, QSR, Retail and Travel & Tourism; no financial services or insurance page (/solutions/industry/financial-services/ returns 404). Most were last updated in October 2025. The CPG, Retail and Travel pages pitch the Household ID and a "cookieless, omnichannel solution", with no ViantAI results.Source

Turn the GTM competitor comparisons into public, factual comparison pages on supply path fees, CTV deal access, AI optimization, identity and measurement, with dated sources and a test offer at the end.

Comparison searches are high intent, and fair pages teach AI assistants how Viant differs.

• Claims go stale

  Date each page and review quarterly.

• #9 Turn the UMass head-to-head into a standard "ViantAI vs your best manual campaign" test offer

• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source
• Competitor researchRivals' own homepages: The Trade Desk, "An objectively better way to advertise"; StackAdapt, "The AI platform for every stage of advertising"; MNTN, "Premium TV. Proven Performance.", letting brands "create & launch TV commercials ... in under an hour"; Simpli.fi, CTV, geo-fencing and omnichannel for "measurable business outcomes".See the research Source
• HiringSr. Product Marketing Manager, GTM Content (posted August 27, 2026): will "own the operating system behind Viant's core commercial narratives, including the Viant Narrative, Agency Pitches, and Vertical Pitches", make sure narratives "reflect current product capabilities, proof points", "coordinate cross-product solution modules organized around customer problems", own "Highspot governance, including organization, tagging, publishing, usage analytics, and archiving", and "synthesize Gong and field insights to identify recurring problems, objections, buying criteria".Source
• Investor newsSeptember 24, 2026: Direct Access, Viant's supply path product, now supports private marketplace and programmatic guaranteed deals across publishers "representing 94% of programmatic demand", live on FreeWheel, Magnite's SpringServe and Publica, and "carries no fee to set up or execute a deal for either buyer or seller".Source

Send each account a quarterly readout: results vs. goals, what ViantAI changed, savings from Direct Access, and two recommendations. Use it as the agenda for the quarterly business review.

Showing measured value is the strongest renewal and upsell lever in self-managed DSPs.

• Weak quarters

  Lead with recommendations, not only results.

• HiringField sales hiring: an Account Director in New York (posted October 22, 2026) and one in Los Angeles, described as "hunters who are focused on new business" who "call on agencies and brand directs" and "identify new business opportunities with independent agencies", using "demo-premised and solution-premised selling"; an Account Executive in Chicago, Account Managers in Atlanta and New York, and a Sales Engineer in New York.Source
• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source
• Investor newsSeptember 24, 2026: Direct Access, Viant's supply path product, now supports private marketplace and programmatic guaranteed deals across publishers "representing 94% of programmatic demand", live on FreeWheel, Magnite's SpringServe and Publica, and "carries no fee to set up or execute a deal for either buyer or seller".Source

For each event, publish a post-event page with the talk, the vertical proof and a test offer; send attendees a vertical-specific follow-up within 48 hours from the right Head of Industry or Account Director.

Event spend pays off only in meetings after the event; vertical follow-up is more relevant than a generic thank-you.

• Contact consent

  Follow each event's consent rules.

• Your websiteEvents and content: event pages for ANA Masters 2026 and the BeetTV retreat (updated October 2026), Cannes 2026 landing pages, POSSIBLE 2026; recent posts on incrementality testing and attention (October 2026); a 2026 State of Streaming report, a 2026 political guide and a "Programmatic Foundations" learning hub.Source
• HiringFour Head of Industry roles are open: CPG and Financial Services (posted August 7, 2026), Retail (August 7, 2026) and Travel. Each will "expand brand-direct demand, deepen agency adoption", "drive industry awareness through thought leadership, executive presentations, industry conferences, and client education" and "develop and execute a category-specific go-to-market strategy". The CPG and Retail posts ask for retail media, commerce media and "omnichannel measurement" experience.Source
• HiringField sales hiring: an Account Director in New York (posted October 22, 2026) and one in Los Angeles, described as "hunters who are focused on new business" who "call on agencies and brand directs" and "identify new business opportunities with independent agencies", using "demo-premised and solution-premised selling"; an Account Executive in Chicago, Account Managers in Atlanta and New York, and a Sales Engineer in New York.Source

Cut the best talks and customer stories into 30-60 second clips with captions, post them on LinkedIn from Viant and the Heads of Industry, and add them to Highspot for sellers. Point each clip to a vertical page or the test offer.

Short clips travel further than long talks, and sellers can drop them into emails.

• Old content

  Use only clips that fit the current story.

• Your channelsYouTube channel @viantinc: 589 subscribers, 160 videos, about 31,800 total views. The site's video library lists 15 videos, most last updated in February 2026.Source
• HiringSr. Product Marketing Manager, GTM Content (posted August 27, 2026): will "own the operating system behind Viant's core commercial narratives, including the Viant Narrative, Agency Pitches, and Vertical Pitches", make sure narratives "reflect current product capabilities, proof points", "coordinate cross-product solution modules organized around customer problems", own "Highspot governance, including organization, tagging, publishing, usage analytics, and archiving", and "synthesize Gong and field insights to identify recurring problems, objections, buying criteria".Source
• HiringFour Head of Industry roles are open: CPG and Financial Services (posted August 7, 2026), Retail (August 7, 2026) and Travel. Each will "expand brand-direct demand, deepen agency adoption", "drive industry awareness through thought leadership, executive presentations, industry conferences, and client education" and "develop and execute a category-specific go-to-market strategy". The CPG and Retail posts ask for retail media, commerce media and "omnichannel measurement" experience.Source

Build a sandbox: a prospect enters a brief (budget, goal, audience, markets) and gets a ViantAI-style plan with channel mix, dayparts and forecast reach; an Account Director follows up with a test offer.

Letting buyers feel the product before a call shortens cycles and qualifies leads by intent.

• Forecasts misread as promises

  Label them as estimates.

• #9 Turn the UMass head-to-head into a standard "ViantAI vs your best manual campaign" test offer

• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source
• Competitor researchRivals' own homepages: The Trade Desk, "An objectively better way to advertise"; StackAdapt, "The AI platform for every stage of advertising"; MNTN, "Premium TV. Proven Performance.", letting brands "create & launch TV commercials ... in under an hour"; Simpli.fi, CTV, geo-fencing and omnichannel for "measurable business outcomes".See the research Source
• HiringField sales hiring: an Account Director in New York (posted October 22, 2026) and one in Los Angeles, described as "hunters who are focused on new business" who "call on agencies and brand directs" and "identify new business opportunities with independent agencies", using "demo-premised and solution-premised selling"; an Account Executive in Chicago, Account Managers in Atlanta and New York, and a Sales Engineer in New York.Source

Publish a quarterly index: attention by content type and daypart, ViantAI outcomes vs manual benchmarks, and vertical cuts for the Heads of Industry to present. Release it with a press briefing and an interactive page.

Owned data builds authority and earned press, and gives the Heads of Industry a reason to call.

• Benchmarks misused

  Publish method notes.

• HiringEvery Viant job post describes the company as "an exclusively buy-side, AI-powered advertising platform purpose-built for CTV" that "combines proprietary content intelligence, household-level identity resolution, and person-level attention signals" and is "building the future of autonomous advertising".Source
• Investor newsFortune and Great Place to Work named Viant to the 2026 Best Workplaces in Advertising & Marketing (September 30, 2026); Viant acquired attention measurement company TVision (page /viant-acquires-tvision-attention-advertising/).Source
• Your websiteEvents and content: event pages for ANA Masters 2026 and the BeetTV retreat (updated October 2026), Cannes 2026 landing pages, POSSIBLE 2026; recent posts on incrementality testing and attention (October 2026); a 2026 State of Streaming report, a 2026 political guide and a "Programmatic Foundations" learning hub.Source
• Investor newsSecond quarter 2026 results (August 10, 2026): revenue $104.3 million, up 34%; contribution ex-TAC up 24%; CTV advertiser spend up nearly 50%. The CEO: Viant "has successfully evolved into an advertising intelligence company", built on "Lattice Brain, our AI-powered decisioning architecture", with intelligence "spanning identity, content, and viewer attention".Source

Publish a travel planning calendar: when travel intent and CTV attention peak by region and season, with recommended flighting and a quarterly webinar for destination marketers and hotel groups.

A planning tool used every season keeps Viant in the brief before budgets are set.

• Data is thin for some regions

  Start with top markets.

• HiringFour Head of Industry roles are open: CPG and Financial Services (posted August 7, 2026), Retail (August 7, 2026) and Travel. Each will "expand brand-direct demand, deepen agency adoption", "drive industry awareness through thought leadership, executive presentations, industry conferences, and client education" and "develop and execute a category-specific go-to-market strategy". The CPG and Retail posts ask for retail media, commerce media and "omnichannel measurement" experience.Source
• Your websiteIndustry pages (sitemap, checked October 22, 2026): 13 industries, Auto, B2B, Casino & Online Gambling, CBD, CPG, Education, Entertainment, Gaming, Healthcare, Politics, QSR, Retail and Travel & Tourism; no financial services or insurance page (/solutions/industry/financial-services/ returns 404). Most were last updated in October 2025. The CPG, Retail and Travel pages pitch the Household ID and a "cookieless, omnichannel solution", with no ViantAI results.Source
• Your websiteCase studies hub (checked October 22, 2026): the four newest cards, "Umass Global Drives 1.9x More Student Leads With ViantAI Outcomes", "ViantAI Outcomes Improves CPA For MacKenzie-Childs by 2.4x", "ViantAI Outcomes Scales Success By 1.1x For Kampgrounds Of America" and "CTV & Audio Boost Public University Conversions", all carry the same summary: "Learn how Viant Household targeting with people-based B2B partner integrations generated 11.5x ROAS and 39% lift in conversions."Source

Start a technical blog series: how Lattice Brain decides bids, how ViantAI picks objectives (click, conversion, ROAS or incremental value), how tests are run. Link it from /ai and the careers page.

Technical depth is rare in DSP marketing; it builds trust with sophisticated buyers and helps hiring.

• Revealing too much

  Explain principles, not parameters.

• HiringDirector, Applied Science - Ad Optimization & ML Systems: models "that predict, in milliseconds, whether an ad opportunity is worth bidding on" across "billions of auctions"; defines "what's being optimized (click, conversion, ROAS, or incremental value)" and will "build toward more autonomous, multi-step decisioning systems". A Sr. Applied Scientist (posted October 2, 2026) and a Staff Software Engineer - Ad Serving (October 1, 2026) are also open.Source
• Investor newsSecond quarter 2026 results (August 10, 2026): revenue $104.3 million, up 34%; contribution ex-TAC up 24%; CTV advertiser spend up nearly 50%. The CEO: Viant "has successfully evolved into an advertising intelligence company", built on "Lattice Brain, our AI-powered decisioning architecture", with intelligence "spanning identity, content, and viewer attention".Source
• Your websiteViantAI page: "The First Fully Autonomous Ad Platform for the Open Internet"; "Advertisers who use AI Bid Optimizer see up to 42% lower CPMs"; "As an independent DSP, our AI chooses top performing supply instead of steering spend toward a DSP's owned & operated properties"; a "Try Viant AI" button and an agency testimonial that media plans take "minutes, rather than days".Source

Add a short proof strip to the homepage and /ai: CTV spend growth, publishers covered by Direct Access (94% of programmatic demand), ViantAI results, and the best-workplace award, each linked to its source and updated each quarter after results.

Public-company numbers are verified proof; buyers trust audited growth more than marketing claims.

• Disclosure rules

  Use only published figures, reviewed by Investor Relations.

• Investor newsSecond quarter 2026 results (August 10, 2026): revenue $104.3 million, up 34%; contribution ex-TAC up 24%; CTV advertiser spend up nearly 50%. The CEO: Viant "has successfully evolved into an advertising intelligence company", built on "Lattice Brain, our AI-powered decisioning architecture", with intelligence "spanning identity, content, and viewer attention".Source
• Investor newsSeptember 24, 2026: Direct Access, Viant's supply path product, now supports private marketplace and programmatic guaranteed deals across publishers "representing 94% of programmatic demand", live on FreeWheel, Magnite's SpringServe and Publica, and "carries no fee to set up or execute a deal for either buyer or seller".Source
• Investor newsFortune and Great Place to Work named Viant to the 2026 Best Workplaces in Advertising & Marketing (September 30, 2026); Viant acquired attention measurement company TVision (page /viant-acquires-tvision-attention-advertising/).Source
• Your websiteHomepage: title "Digital Advertising Technology Powered by People" and meta description "a pioneer in people-based digital advertising on the open web, empowers marketers with cookieless targeting"; H1 "Attention is the New Currency"; featured downloads are a CTV cheat sheet, an AI guide and an IRIS.TV announcement; "Success Stories" and "Contact Us" are the calls to action.Source

Split the form by intent (advertiser or agency, publisher, partner, press, careers), route advertiser leads to the right region and vertical within a business day, and offer a calendar link for qualified ones.

Faster, routed responses lift meeting rates, and sellers get context before the call.

• Longer form lowers fills

  One added field only.

• Your websiteHomepage: title "Digital Advertising Technology Powered by People" and meta description "a pioneer in people-based digital advertising on the open web, empowers marketers with cookieless targeting"; H1 "Attention is the New Currency"; featured downloads are a CTV cheat sheet, an AI guide and an IRIS.TV announcement; "Success Stories" and "Contact Us" are the calls to action.Source
• HiringField sales hiring: an Account Director in New York (posted October 22, 2026) and one in Los Angeles, described as "hunters who are focused on new business" who "call on agencies and brand directs" and "identify new business opportunities with independent agencies", using "demo-premised and solution-premised selling"; an Account Executive in Chicago, Account Managers in Atlanta and New York, and a Sales Engineer in New York.Source
• HiringFour Head of Industry roles are open: CPG and Financial Services (posted August 7, 2026), Retail (August 7, 2026) and Travel. Each will "expand brand-direct demand, deepen agency adoption", "drive industry awareness through thought leadership, executive presentations, industry conferences, and client education" and "develop and execute a category-specific go-to-market strategy". The CPG and Retail posts ask for retail media, commerce media and "omnichannel measurement" experience.Source

Build ten answer pages on the questions sales hears most (CTV incrementality, attention metrics, fee-free supply paths, autonomous bidding), each with a short answer, a Viant example and FAQ markup; merge overlapping old posts into them.

Fewer, stronger pages are easier for search and AI to cite than hundreds of short posts.

• Traffic dips after merges

  Redirect each old post to its closest answer.

• #8 Let Highspot and Gong data decide which public pages to build next

• Your websiteSitemaps list 274 blog posts, 50 case studies, 26 white papers, 15 videos and 191 press releases; they also list a post whose address contains another address ("/insights/https-www-viantinc-com-insights-blog-dsp-vs-ssp-differences-benefits/"), template pages "/company/child-company/" and "/company/child-company/grand-child-company/", "/privacy-center-old/" pages and an event page ending "ces-2026-old". The case-study filter has only three categories: Agency, Enterprise and Publisher.Source
• Your websiteEvents and content: event pages for ANA Masters 2026 and the BeetTV retreat (updated October 2026), Cannes 2026 landing pages, POSSIBLE 2026; recent posts on incrementality testing and attention (October 2026); a 2026 State of Streaming report, a 2026 political guide and a "Programmatic Foundations" learning hub.Source
• HiringSr. Product Marketing Manager, GTM Content (posted August 27, 2026): will "own the operating system behind Viant's core commercial narratives, including the Viant Narrative, Agency Pitches, and Vertical Pitches", make sure narratives "reflect current product capabilities, proof points", "coordinate cross-product solution modules organized around customer problems", own "Highspot governance, including organization, tagging, publishing, usage analytics, and archiving", and "synthesize Gong and field insights to identify recurring problems, objections, buying criteria".Source