Global economic growth and advertising spend: A slowdown in global growth, potentially driven by factors like the Middle East conflict, could lead to reduced advertising budgets from businesses, directly impacting Viant Technology Inc. as an advertising technology firm.

Connected TV (CTV) and digital advertising growth: Despite broader economic concerns, the ongoing shift of advertising expenditures from traditional media to digital platforms, particularly Connected TV (CTV), represents a significant secular trend. Viant's strategic focus on CTV and omnichannel advertising solutions positions it to capitalize on this expanding market share.

AI integration in AdTech: The increasing adoption of artificial intelligence for optimizing advertising campaigns, enhancing targeting, and improving measurement is a crucial macro factor. Viant's recent launch of its 'Outcomes' AI decisioning solution, powered by its AI Lattice Brain, can significantly boost efficiency and performance in the adtech sector, potentially strengthening its competitive advantage and attracting more advertisers.