TVision

Leading independent TV attention measurement provider, now integrated into Viant's CTV advertising platform following its 2026 acquisition

TVision, now part of Viant Technology following a $40 million acquisition that closed in May 2026, is an audience attention measurement platform specializing in how people actually watch television. Using opt-in panels of smart TVs equipped with computer vision technology, TVision captures second-by-second, eyes-on-screen attention data across both linear TV and connected TV (CTV), along with co-viewing and in-room presence metrics. Advertisers, agencies, and ad platforms use this data to plan, buy, and measure TV campaigns with a level of granularity that traditional ratings cannot provide. TVision's data products enable clients to understand not just whether an ad was delivered, but whether viewers were actually paying attention — a critical distinction as the TV advertising market fragments across streaming platforms and linear channels. Its attention metrics have been used to benchmark creative effectiveness, optimize media buys, and inform audience targeting strategies. The acquisition by Viant, which had previously acquired contextual intelligence company Iris.TV, positions TVision's attention data as a key component of Viant's CTV advertising stack, enabling attention-based targeting for CTV inventory including through partnerships such as OpenX. Prior to its acquisition, TVision had raised venture funding and established itself as a recognized independent measurement provider in the TV and CTV advertising ecosystem, competing with and complementing traditional measurement incumbents. Under Viant's ownership, TVision's capabilities are being integrated into Viant's demand-side platform to help advertisers achieve what Viant has described as a 'CTV advertising trifecta' — combining content-level data, attention signals, and programmatic execution.