Viant Technology Inc. , a leader in CTV and AI-powered programmatic advertising, announced a multi-year strategic partnership with WHOOP, the human performance company behind world-class wearable technology. Viant will serve as the DSP of Record for WHOOP powering the brand’s continued growth through true household-level CTV activation linking media exposure directly to business results.

“Viant’s expertise in CTV helps us better understand where and how to engage, so we can continue to grow the brand in thoughtful, impactful ways,” said John Sullivan, Chief Marketing Officer, WHOOP.

The partnership underscores Viant’s continued leadership in CTV, where identity and contextual intelligence are foundational to driving measurable growth. A demonstrated commitment to supply and fee transparency, paired with a high-touch client support model, further reinforced Viant’s selection as the strategic partner for WHOOP.

Marketing Technology News: MarTech Interview with Omri Shtayer, Vice President of Data Products and DaaS at Similarweb

“CTV is the most powerful platform for brands to drive new customer growth, and its full value is unlocked through intelligence,” said Tim Vanderhook, CEO and Co-Founder of Viant Technology. “Viant provides WHOOP a deeper understanding of the content environments their CTV ads run alongside, the precision to activate against premium programming, and the ability to measure true incrementality at scale.”

WHOOP delivers world-class wearable technology, personalized coaching, and actionable insights across recovery, sleep, training and health, empowering members to perform at their highest potential. Grounded in performance science, research and data, WHOOP brings that same rigor to its marketing strategy. As CTV becomes the dominant way brands reach new customers and drive demand generation, WHOOP sought a partner capable of delivering precision, transparency, and measurable results in CTV.

“Our focus is on building authentic connections with our audience,” said John Sullivan, Chief Marketing Officer, WHOOP. “Viant’s expertise in CTV helps us better understand where and how to engage, so we can continue to grow the brand in thoughtful, impactful ways.”

The partnership signals a shared commitment to performance, transparency, and measurable growth, raising the bar for how brands activate and evaluate CTV investment.