Viant to Acquire TVision, Bringing Attention Metrics Into DSP Wars

Viant Technology Inc. is acquiring TVision Insights, a move that could reshape how television advertising is measured by embedding real-time attention data directly into media buying. The deal brings together Viant’s identity and programmatic capabilities with TVision’s second-by-second “eyes-on-screen” measurement, aiming to give advertisers a more objective view of what actually works across TV. In [...]