IRVINE, Calif.--(BUSINESS WIRE)--Mar 5, 2026--
Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today 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.
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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.
“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.
ABOUT VIANT
Viant Technology Inc. (NASDAQ: DSP) is an exclusively buy-side advertising platform powered by artificial intelligence and designed to drive performance across the open internet. Our omnichannel platform purpose-built for CTV turns data and intelligence into scalable, measurable performance for advertisers. With the launch of ViantAI and Outcomes, Viant has been at the forefront of AI innovation in advertising, building the future of fully autonomous solutions. Viant has been recognized for excellence in AI by Adweek, the Business Intelligence Group and MarTech Breakthrough and is Great Place to Work® certified. Learn more at viantinc.com.
ABOUT WHOOP
WHOOP, the human performance company, empowers people to unlock their potential and live longer, healthier lives. The WHOOP membership delivers world-class wearable technology, personalized coaching, and actionable insights across recovery, sleep, training, and health.
WHOOP wearable devices, including WHOOP 5.0 and WHOOP MG, feature groundbreaking innovations such as cardiovascular health screening (including an FDA-cleared ECG), Healthspan to measure Pace of Aging and WHOOP Age, and the first-of-its-kind wearable Blood Pressure Insights.
Founded in 2012 and headquartered in Boston, WHOOP has raised more than $400 million in venture capital and ships to 56 markets worldwide. To learn more or start a one-month free trial, visit whoop.com and connect with WHOOP on Instagram, X, Facebook, LinkedIn, and YouTube.
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.
KYIV, Ukraine (AP) — The United States and its allies in the Middle East are seeking Ukraine’s expertise in countering Iran’s Shahed drones, according to Ukrainian President Volodymyr Zelenskyy.
Various countries, including the United States, have approached Ukraine for help in defending against the Iranian drones, Zelenskyy said late Wednesday. He said he has spoken in recent days with the leaders of the United Arab Emirates, Qatar, Bahrain, Jordan and Kuwait about possible cooperation.
Russia has fired tens of thousands of Shaheds at Ukraine since it invaded its neighbor just over four years ago, launching a swarm of more than 800 drones and decoys in its biggest nighttime barrage. Iran has responded to joint U.S.-Israeli strikes by launching the same type of drones at countries in the Middle East.
Ukrainian assistance in countering Iranian drones will be provided only if it does not weaken Ukraine’s own defenses, and if it adds leverage to Kyiv’s diplomatic efforts to stop the Russian invasion, according to the Ukrainian leader.
“We help to defend from war those who help us, Ukraine, bring a just end to the war” with Russia, Zelenskyy said.
Ukraine has pioneered the development of cut-price drone killers that cost as little as $1,000, rewriting the air defense rule book and making other countries take notice.
European countries got a wake-up call last September on the changed nature of air defense when Poland scrambled multimillion-dollar military assets, including F-35 and F-16 fighter jets and Black Hawk helicopters, in response to airspace violations by cheap drones.
Ukrainian manufacturers have developed low-cost interceptor drones specifically designed to hunt and destroy Shaheds, and its rapidly expanding drone industry is producing excess capacity.
Zelenskyy announced earlier this year that Ukraine would begin exporting the battle-tested systems.
The European Union’s top diplomat, Kaja Kallas, said before chairing a meeting of EU and Gulf foreign ministers via video link Thursday that the talks would look at how Ukraine’s experience can help countries counter Iranian drones.
The Iran war, now in its sixth day, has drawn international attention away from Europe’s biggest conflict since World War II, and forced the postponement of a new round of U. S-brokered talks between Russia and Ukraine planned for this week, Zelenskyy said.
Western governments and analysts say the Russia-Ukraine war has killed hundreds of thousands of people, while there is no sign that yearlong U.S.-led peace efforts will stop the fighting any time soon.
“Right now, because of the situation around Iran, there are not yet the necessary signals for a trilateral meeting,” Zelenskyy said. “But as soon as the security situation and the overall political context allow us to resume that trilateral diplomatic work, it will be done.”
Zelenskyy thanked the United States for the return from Russia on Thursday of 200 Ukrainian prisoners of war. Russia's Defense Ministry also said it received the same number of prisoners from Ukraine and thanked the U.S. and United Arab Emirates for mediating.
Prisoner swaps have been one of the few tangible results of the talks. Vladimir Medinsky, a Russian negotiator, said on social media that a total of 500 prisoners from each side would be exchanged between Thursday and Friday.
Oleksandr Merezhko, the head of Ukraine’s parliamentary foreign affairs committee, said Russian President Vladimir Putin is trying to drag out the negotiations so that he can press on with Russia’s invasion while escaping further U.S. sanctions.
He urged the U.S. administration to look at the Russia-Ukraine war and the war in the Middle East as linked.
“In reality, Russia and Iran are close allies that act in concert — Iran supplies weapons and Russia helps Iran develop its defense industry. These are interconnected conflicts,” Merezhko told The Associated Press.
Ukraine’s army has recently pushed back Russian forces at some points along the roughly 1,250-kilometer (750-mile) front line, according to the Institute for the Study of War.
Localized Ukrainian counterattacks liberated more territory than Ukrainian forces lost in the last two weeks of February, the Washington-based think tank said this week, estimating the recovered land at about 257 square kilometers (100 square miles) since Jan. 1.
Associated Press writer Lorne Cook in Brussels contributed to this report.
Follow AP’s coverage of the war in Ukraine at https://apnews.com/hub/russia-ukraine
A Ukrainian soldier of the 48th separate brigade launches a reconnaissance drone in Kharkiv region, Ukraine, Wednesday, March 4, 2026. (AP Photo/Andrii Marienko)
A Ukrainian soldier of the 48th separate brigade launches a reconnaissance drone in Kharkiv region, Ukraine, Wednesday, March 4, 2026. (AP Photo/Andrii Marienko)
