Viant’s ‘Bias Targeting’ for CTV: The Ad Industry’s Latest Exercise in Faux Objectivity
Here’s what’s actually happening this Wednesday: Viant is strapping Ad Fontes Media’s bias-and-reliability scores onto connected TV (CTV) ad inventory, pitching a world where media buyers can filter ‘news’ by some magical objectivity meter. Let’s not pretend this is about transparency—this is another layer of adtech snake oil, this time with the veneer of ‘trust science’.
Ad Fontes claims to algorithmically map the “bias” and “reliability” of news shows. Sounds comforting, right? Except, like every other scoring system, it’s just another blunt instrument—the same logic that made half the country think NewsGuard badges were a substitute for actual, you know, reading. Viant’s integration lets buyers avoid (or, let’s be honest, specifically target) programs with certain bias ratings. That means if you want to pump ads into the echo chamber of your choice, today is a great day. If you care about actual diversity of thought? Good luck.
We’re supposed to believe agencies will suddenly become thoughtful arbiters of truth, just because they can tick a new targeting box in their DSP. In reality, it’ll be the same crew of lazy media buyers who haven’t checked a landing page since 2018, now with another excuse to ignore context. Expect a run on blue-chip brands avoiding anything faintly controversial, and a corresponding surge in ad dollars for the blandest, most algorithm-friendly outlets—congratulations, you’ve just incentivized more neutered news.
Let’s call this what it is: risk management theater. Viant gets to brag about ‘brand safety’, Ad Fontes gets more data cred, and the rest of us get a slightly more sanitized, even less interesting media landscape. If you’re in the business of making real news or actually engaging an audience, don’t outsource your judgment to a scoring widget. Go watch actual segments, read transcripts, ask uncomfortable questions. Don’t let your next campaign be dictated by the News Bias Industrial Complex.
Frequently Asked Questions
What is Viant’s new ‘Bias Targeting’ feature for CTV ads?
Viant is integrating Ad Fontes Media’s bias-and-reliability scores into connected TV ad inventory, allowing media buyers to filter news programs based on these ratings.
How does Ad Fontes Media rate news content for Viant’s platform?
Ad Fontes claims to algorithmically map the ‘bias’ and ‘reliability’ of news shows, assigning scores that Viant uses for ad targeting.
What criticism does the article make about bias and reliability scoring systems like Ad Fontes?
The article argues that these scoring systems are blunt instruments and provide a false sense of objectivity, similar to previous efforts like NewsGuard.
How might Viant’s bias targeting affect the diversity of news content in CTV advertising?
The article suggests it will incentivize brands to avoid controversial content, leading to more sanitized and less diverse news programming.
What does the article recommend instead of relying on bias scores for ad placements?
It recommends that advertisers and agencies watch actual segments, read transcripts, and ask questions rather than outsourcing judgment to scoring widgets.
