Viant said in its third-quarter results on November 9 that it has acquired Waymark, a generative AI video platform built for connected TV advertisers.
What happened
In its third quarter results, filed with the SEC as an exhibit to a Form 8-K, Viant reported revenue of $110.4 million, up 29%. Connected TV advertiser spend rose nearly 40% and made up over 50% of total spend on the platform. Viant describes Waymark as a platform that turns brand inputs into complete video ads with custom scripts, visuals and voiceovers. CEO Tim Vanderhook said that together the two companies “will usher in the era of generative ad creative optimization for CTV.” The release does not state a price for the deal.
Why it matters
Viant buys media for advertisers, and creative has sat outside that job: the ad file arrives from an agency or a production house. With Waymark, Viant says it can pair generated video with its audience, content and attention data, so each audience gets its own version. The company says advertisers of all sizes can produce those versions in minutes and at a fraction of traditional costs. CTV is now the majority of Viant’s spend, and the same quarter’s reports from Magnite and others showed the format growing fastest, as we covered in Four Ad Tech Q3 Reports Share One Growing Line: Connected TV and in Magnite Reports 39% CTV Growth in Q3 and Raises Its 2026 Outlook.
One thing to watch
In our reading, the deal puts two jobs that used to be bought separately inside one vendor: making the ad and buying the placement. A marketer who tests several generated versions inside a single platform will want results by version in that platform’s own reporting, and a way to export them, because the vendor that makes the creative is also the one that reports on it. Viant has not said how versions will be reported. Ask before the first campaign, not after.
Source: Viant Technology Q3 2026 results, SEC Form 8-K Exhibit 99.1
