Viant Buys Attention Measurement Firm TVision

In the US, CTV and programmatic ad tech company Viant Technology has agreed to acquire attention measurement specialist TVision Insights, in a deal valued at around $40 million.

TVision uses a nationally representative panel with advanced computer vision and Automatic Content Recognition technology to capture viewer engagement and offer advertisers a single, independent view of attention, for use in optimizing ad spend. Viant helps ad buyers to plan, buy and evaluate the success of campaigns, and a year ago it acquired first-party data collaboration platform Lockr. Adding TVision's proprietary attention signals into the mix with its own Household ID and IRIS_ID systems will enhance its Intelligence Layer, creating 'a continuous feedback loop where viewer engagement flows directly into planning, buying, optimising and measuring advertising campaigns.'

Tim Vanderhook (pictured), CEO and co-founder of Viant, comments: 'Every advertising platform measures its own performance today, which makes it difficult for advertisers to understand what's actually working. With TVision, we are providing advertisers a true market-wide view of how their advertising performs, free from any platform's self-attribution bias. While our competitors measure themselves, Viant measures the market. Advertisers can now use attention, co-viewing and in-room signals within Viant's AI-powered buying platform giving them unparalleled strategic advantages, including a first-of-its-kind metric: the attention-adjusted CPM.'

Yan Liu, CEO and co-founder of TVision, says the deal brings his firm's measurement capabilities together with real-time activation and AI-powered optimisation, 'helping advertisers turn attention insights into superior campaign performance.'

The deal consists of $22.5m in cash and $17.5m in Viant Class A stock, and is expected to close this month, subject to customary closing conditions.

Web sites: www.viantinc.com and www.tvisioninsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.