Viant Technology to Buy TVision, Pushing Advertisers From CPMs to Attention-Based TV Metrics

Viant Technology (NASDAQ: DSP) executives outlined plans to acquire television measurement provider TVision, positioning the deal as a way to move advertiser decision-making beyond traditional impression-based buying and toward "attention-based" optimization across linear TV and connected TV (CTV). During a conference call, Viant Co-founder and CEO Tim Vanderhook said TVision's measurement approach is designed to quantify