One is known for its Connected TV and AI-fueled programmatic advertising offerings. The other is an “attention measurement” provider that offers “eyes-on-screen” attention and co-viewership data for television station owners across the U.S.
Thanks to a deal announced Wednesday, that data provider is now owned by the digital and streaming ad tech company.
As such, TVision Insights is now owned by Nasdaq-traded Viant Technology Inc.
This will see the integration of TVision’s attention signals directly into Viant’s programming buying platform.
“Combined with Viant’s Household ID and IRIS_ID, TVision adds three new critical signals to Viant’s Intelligence Layer, creating a continuous feedback loop where viewer engagement flows directly into planning, buying, optimizing, and measuring advertising campaigns,” Irvine, Calif.-headquartered Viant said. “This creates an unprecedented level of granularity across TV at the network, Connected TV app, show, scene, pod, and spot level– delivering immediate improvements in inventory valuation, bidding precision, and return on ad spend, exclusively within the Viant platform.”
TVision’s uses advanced computer vision and Automatic Content Recognition technology to capture viewer engagement across all platforms, “giving advertisers a single, independent view of attention and enabling them to optimize spend toward impressions that are actually seen,” it boasts.
