Viant to acquire TVision to expand attention measurement capabilities

Viant Technology Inc. announced it has entered into a definitive agreement to acquire TVision Insights for $40 million, aiming to expand its AI-powered programmatic advertising platform with advanced attention measurement capabilities.

The Irvine, Calif.-based company said the acquisition will integrate TVision’s second-by-second, eyes-on-screen attention data into Viant’s platform, adding signals such as co-viewership and in-room presence to its existing identity and data framework.

Viant said the integration will enhance its Intelligence Layer by creating a feedback loop that connects viewer engagement data with campaign planning, buying, optimization and measurement across linear and streaming environments.

“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. “While our competitors measure themselves, Viant measures the market.”

TVision’s measurement panel uses computer vision and automatic content recognition technology to capture viewer engagement across linear television, streaming platforms and digital video services, providing what the company describes as an independent view of audience attention.

“TVision was built to provide a more accurate and transparent view of how people engage with television and streaming content,” said Yan Liu, CEO and co-founder of TVision. “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.”

Viant said the combined platform will unify identity, context and attention data to help advertisers evaluate performance across fragmented TV ecosystems, including services such as YouTube and Prime Video.

Under the terms of the agreement, Viant will pay $22.5 million in cash and $17.5 million in Class A common stock, subject to customary adjustments. The transaction is expected to close in the second quarter of 2026.

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Rockefeller Capital Management served as exclusive financial advisor to TVision on the deal.