Viant, the demand-side platform operator with a focus on streaming and connected TV, has entered into a definitive agreement to acquire attention measurement firm TVision Insights for $40 million, according to a press release. The transaction, made up of $22.5 million in cash and $17.5 million in stock, is expected to close in the second quarter following customary closing conditions. 

Viant plans to integrate TVision’s proprietary attention signals into its programmatic ad-buying platform. TVision leverages a mix of computer vision and automatic content recognition technology to track when people are actually engaged with what’s playing on their screens. 

TVision’s data, drawn from a nationally representative panel, will be combined with Viant’s existing Household ID and IRIS_ID solutions to provide a more granular view into consumer habits down to the individual scene, spot or show level. The deal realizes what Viant described as a “trifecta” for TV advertisers, allowing the company to provide identity, context and verified attention to advertisers. Viant previously acquired IRIS.TV, the developer of IRIS_ID, in late 2024.

The ad-tech firm’s latest acquisition is intended to improve inventory valuation, bidding precision and return on ad spend for clients, the release stated. It also responds to frustrations around a heavy amount of fragmentation in the CTV landscape and lack of objectivity from other platforms. 

“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, in a press statement. “While our competitors measure themselves, Viant measures the market.”