Bonus episode From Impressions to Attention: Inside Viant’s TVision Deal

About this episode

This episode discusses Viant's acquisition of TVision and its implications for advertising measurement and viewer engagement.

Learn how Viant’s acquisition of TVision is intended to reshape advertising measurement, with a focus on bringing attention metrics and deeper insights into media buying. As brands continue searching for more effective ways to evaluate campaign performance, this move reflects an effort to shift toward measuring real viewer engagement. In this interview, we explore what the acquisition is designed to achieve and what it could mean for the future of advertising measurement. Featuring Tim Vanderhook, CEO of Viant, and Yan Liu, CEO and Co-founder of TVision, this episode examines developments in TV measurement, the role of attention metrics, and how these approaches may influence evolving advertising strategies. Chapters 00:00 Introduction to Viant's Acquisition of TVision 01:34 Understanding TVision's Unique Approach 05:11 Viant's Strategy and Market Positioning 10:21 The Importance of Independent Measurement 13:22 Panel-Based Data Collection and Its Implications 14:47 Attention-Adjusted CPMs and Pricing Models 17:12 Integration Timeline and Future Developments 19:06 Excitement for the Future with Viant Learn more about your ad choices. Visit megaphone.fm/adchoices

People in this episode

Host: AdTechGod

Guests: Tim Vanderhook, Yan Liu

Topics covered

• advertising measurement
• attention metrics
• media buying
• campaign performance
• TV measurement
• advertising strategies

Keywords

• Viant
• TVision
• advertising
• measurement
• attention metrics
• campaign performance
• media buying
• TV measurement

Mentioned in this episode

Organizations: Viant, TVision

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