Viant Technology Inc. announced the launch of Outcomes, its first fully autonomous advertising product, on January 5, 2026. The platform, built on Viant’s AI Lattice Brain, lets advertisers set a desired outcome—such as sales, customer acquisition or return on ad spend—and automatically handles bidding, optimization and execution across the open internet.
Outcomes leverages Viant’s proprietary Household ID, IRIS_ID, supply‑quality scoring, historical campaign data and real‑time delivery signals to make autonomous decisions. The system promises full transparency into where ads run and how performance is achieved, addressing a key pain point for advertisers who have traditionally had to manage complex programmatic campaigns manually.
By introducing Outcomes, Viant expands its ViantAI suite and positions itself as a pioneer in autonomous DSP technology. The product differentiates the company from walled‑garden platforms by offering open‑internet reach with end‑to‑end visibility, a combination that is rare in the current ad‑tech landscape.
Tim Vanderhook, Viant’s co‑founder and CEO, said, “Advertising has spent decades forcing teams to manage complexity instead of results. Outcomes flips that model. Advertisers declare the outcome they want and our AI Lattice Brain handles the decision‑making and execution behind the scenes—using differentiated signals and full transparency into delivery.”
The launch builds on Viant’s November 2024 acquisition of IRIS.TV, whose IRIS_ID technology provides content‑level identification that feeds into Outcomes’ targeting engine. The integration enhances the platform’s ability to deliver relevant ads across connected TV and other digital channels.
Industry analysts note that Viant’s move aligns with a broader trend toward AI‑driven automation in programmatic advertising, and the company has recently earned several awards for its AI‑powered solutions, underscoring the strategic importance of the new product launch.
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