Viant Technology announced a multi‑year partnership with WHOOP, a human‑performance wearable company, to use Viant’s demand‑side platform for WHOOP’s advertising needs. The partnership will allow WHOOP to reach its global user base through Viant’s addressable inventory and AI‑driven automation.
The deal expands Viant’s presence in the health‑tech and consumer‑electronics market, adding a high‑growth, data‑rich customer to its portfolio. Viant’s platform will provide WHOOP with deeper insight into the content environments where its CTV ads run, precision to activate against premium programming, and the ability to measure true incrementality at scale.
Viant’s CEO Tim Vanderhook said the partnership underscores CTV’s power for brands to drive new customer growth and that Viant’s intelligence unlocks full value for WHOOP. WHOOP’s Chief Marketing Officer John Sullivan noted that Viant’s expertise helps the company better understand where and how to engage, enabling thoughtful, impactful brand growth.
The partnership aligns with Viant’s broader strategy of acquiring high‑growth, data‑rich customers and launching new products such as Outcomes, its first fully autonomous ad product, and recent collaboration with iHeartMedia. WHOOP is also expanding its workforce, hiring over 600 new roles globally in 2026, positioning it for a potential IPO.
Viant will release its Q4 2025 financial results on March 11, 2026, which will provide further context on the company’s financial health and the impact of this new partnership.
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