• by Wayne Friedman , Yesterday

Viant Technology, a demand-side CTV platform, has announced the acquisition of TVision Insights for $40 million.

TVision is a TV-video attention-based data company with "eyes-on-the-screen" technology. 

Viant will incorporate TVision technology into its AI-demand-side platform, where it says it will produce a “first of its kind attention-adjusted CPM [cost per thousand viewers] measure.”

TVision attention data is used by P&G, AT&T and American Express. On the program content selling side, TVision clients include Netflix, Walt Disney, Amazon, NBCU, Paramount Skydance and Fox Corp. 

Viant claims that recent analysis of TVision data shows a comparison of YouTube and HBO Max reveals deeper results beyond CPM price.

For example while YouTube's average $22 CPM is less expensive than HBO Max's $30 CPM, TVision eyes-on-the-screen technology shows that HBO attention views are higher. 

Overall advertisers would spend 21% less per attentive view on HBO Max.

TVision’s attention signals will be combined with Viant’s existing Household ID and IRIS_ID identity solutions. IRIS_ID enables "contextual" advertising, for video and Connected TV (CTV).

Viant Technology saw its stock spike 10.5% to $11.22 following the announcement of the acquisition.

Stock market analysts believe the launch of ViantAI and Outcomes tools -- the latter an autonomous decisioning engine -- will drive higher margins by reducing manual overhead for advertisers.

In 2025, Viant’s revenue was $344.2 million, an increase of 19% versus the year before. The company's guidance is that it will grow another 20% this year.