Business
Viant and Ad Fontes Media Bring Political Bias-Based Targeting to CTV News for the First Time
Viant and Ad Fontes Media Bring Political Bias-Based Targeting to CTV News for the First Time
About this update from Viant Technology Inc.
[{"type":"text","content":"\nViant's first-to-market offering gives advertisers a smarter path into premium CTV news\n\n\n IRVINE, Calif.--(BUSINESS WIRE)--\nViant Technology Inc. (NASDAQ: DSP) a leader in CTV and AI-powered programmatic advertising, today announced a new partnership with Ad Fontes Media, the news ratings data and technology company, becoming the first and only DSP to enable news reliability-based targeting within news inventory on Connected TV via the industry’s leading content ID, the IRIS_ID. For advertisers navigating an increasingly complex news environment, it represents a fundamentally new path into the category, one that pairs premium inventory access with the content-level intelligence needed to activate on it with confidence and precision. Ad Fontes Media has built its reputation helping major brands navigate news content with confidence, and now with the IRIS_ID and Viant, they can expand their offerings to include CTV.\n\n\n\"We use Ad Fontes Media to ensure our advertising reaches all audiences across the political spectrum because we make cars for everyone,\" said Shenan Reed, Global Chief Media Officer at General Motors. \"Ad Fontes Media also helps ensure that those ads show up in reliable publications.\"\n\n\nNews audiences are among the most attentive and engaged in advertising, yet the category remains one of the most avoided. Brands pulling back are leaving measurable performance on the table: ads in news environments receive 20% more attention and drive 77% higher brand recall, according to a recent study from Teads and Lumen Research. With 2026 on track to be the most expensive midterm cycle in U.S. history, the news environment has never been more crowded, more contested, or more consequential for brands trying to navigate it. Until now, the tools to navigate it with confidence and precision simply haven't existed.\n\n\nThis partnership closes that gap. By integrating Ad Fontes Media's Reliability and Bias framework directly into the Viant advertising platform, advertisers can now identify and activate against trusted news programming at the content level, connecting that investment directly to real household-level outcomes. Brands leveraging Ad Fontes' high-quality inventory, which excludes low-quality news through AI-powered segments, typically achieve approximately 60% lower Cost Per Acquisition and 50%+ higher c...