Viant Buys Waymark to Put AI Creative Inside the Bid

Viant announced a $20 million all-cash acquisition of Waymark on 10 November, folding generative video production into its CTV buying platform so small and mid-sized advertisers can refresh spots in minutes instead of months. Viant plans to pair Waymark with household IDs, content IDs and TVision attention data to generate audience-specific versions before the auction — creative production moving permanently into the buying layer.