Viant Technology Inc. has unveiled a definitive pact to buy TVision Insights, which is a firm that offers measurement of attention to television at second-by-second, eyes-on-screen level. This deal will lead to the combining of TVision’s exclusive signals attention, co-viewership, and in-room presence with Viant’s AI-driven programmatic advertising platform Intelligence Layer alongside the Household ID and IRIS_ID. This will lead to a never-ending feedback loop from campaign planning buying optimization, and measurement, which will open the doors for advertisers to get detailed insights at the level of networks, streaming, and individual ad placements. By using TVision’s independent, panel-based information that has been captured through computer vision and Automatic Content Recognition advertisers will be able to go beyond platform-specific metrics and get a comprehensive, unbiased view of performance.
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“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,” said Tim Vanderhook, CEO and Co-Founder of Viant. The deal also introduces new metrics such as attention-adjusted CPM, enhancing precision in media buying and return on ad spend.