Viant Technology announced it has entered into a definitive agreement to acquire TVision Insights for $40 million, strengthening its AI-powered programmatic advertising platform with advanced attention measurement capabilities.
The transaction includes $22.5 million in cash and $17.5 million in Viant Class A common stock and is expected to close in the second quarter of 2026, subject to customary conditions.
TVision provides second-by-second, eyes-on-screen attention measurement, co-viewership data, and in-room presence tracking across television and streaming environments. By integrating TVision’s proprietary signals into its platform, Viant aims to enhance its Intelligence Layer, creating a continuous feedback loop that connects viewer engagement directly to ad planning, buying, optimization, and measurement.
The combined platform will unify identity, context, and verified attention data, enabling advertisers to better evaluate performance across fragmented TV ecosystems, including linear television, streaming platforms, and digital channels. This integration is expected to improve inventory valuation, bidding precision, and return on ad spend, while introducing new metrics such as attention-adjusted CPM.
The acquisition addresses a longstanding challenge in advertising, where platforms typically measure their own performance, limiting transparency for marketers. TVision’s independent measurement approach, powered by computer vision and automatic content recognition technology, provides a market-wide view of viewer engagement.
Support: Rockefeller Capital Management served as exclusive financial advisor to TVision on the transaction.
KEY QUOTES:
“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.”
Tim Vanderhook, CEO And Co-Founder, Viant
“TVision was built to provide a more accurate and transparent view of how people engage with television and streaming content. By joining Viant, we can bring our measurement capabilities together with real-time activation and AI-powered optimization, helping advertisers turn attention insights into superior campaign performance.”
Yan Liu, CEO And Co-Founder, TVision
