43:I[58016,["/_next/static/chunks/0e29vbidvogc6.js","/_next/static/chunks/09md0.811p4qk.js","/_next/static/chunks/0jjo8hz~ewue4.js","/_next/static/chunks/084k0pvimg.lq.js","/_next/static/chunks/0a~e7k..h6jfc.js","/_next/static/chunks/0d1e9m2ig9v3v.js","/_next/static/chunks/0dzini03ngxm2.js","/_next/static/chunks/0rizq9ux3s1w3.js","/_next/static/chunks/139o5utivfajl.js","/_next/static/chunks/0i-f~c821e7uk.js","/_next/static/chunks/0z7avafhgjcyr.js"],"ProcessEpisodeButton"] 45:I[185,["/_next/static/chunks/0e29vbidvogc6.js","/_next/static/chunks/09md0.811p4qk.js","/_next/static/chunks/0jjo8hz~ewue4.js","/_next/static/chunks/084k0pvimg.lq.js","/_next/static/chunks/0a~e7k..h6jfc.js","/_next/static/chunks/0d1e9m2ig9v3v.js","/_next/static/chunks/0dzini03ngxm2.js","/_next/static/chunks/0rizq9ux3s1w3.js","/_next/static/chunks/139o5utivfajl.js","/_next/static/chunks/0i-f~c821e7uk.js","/_next/static/chunks/0z7avafhgjcyr.js"],"SendEmailButton"] 46:I[45269,["/_next/static/chunks/0e29vbidvogc6.js","/_next/static/chunks/09md0.811p4qk.js","/_next/static/chunks/0jjo8hz~ewue4.js","/_next/static/chunks/084k0pvimg.lq.js","/_next/static/chunks/0a~e7k..h6jfc.js","/_next/static/chunks/0d1e9m2ig9v3v.js","/_next/static/chunks/0dzini03ngxm2.js","/_next/static/chunks/0rizq9ux3s1w3.js","/_next/static/chunks/139o5utivfajl.js","/_next/static/chunks/0i-f~c821e7uk.js","/_next/static/chunks/0z7avafhgjcyr.js"],"SignupCTA"] 48:I[56939,["/_next/static/chunks/0e29vbidvogc6.js","/_next/static/chunks/09md0.811p4qk.js","/_next/static/chunks/0jjo8hz~ewue4.js","/_next/static/chunks/084k0pvimg.lq.js","/_next/static/chunks/0a~e7k..h6jfc.js","/_next/static/chunks/0d1e9m2ig9v3v.js","/_next/static/chunks/0dzini03ngxm2.js","/_next/static/chunks/0rizq9ux3s1w3.js","/_next/static/chunks/139o5utivfajl.js","/_next/static/chunks/0i-f~c821e7uk.js","/_next/static/chunks/0z7avafhgjcyr.js"],"EpisodeTranscript"] 3c:["$","svg",null,{"className":"w-4 h-4","fill":"none","stroke":"currentColor","viewBox":"0 0 24 24","children":["$","path",null,{"strokeLinecap":"round","strokeLinejoin":"round","strokeWidth":2,"d":"M8 7V3m8 4V3m-9 8h10M5 21h14a2 2 0 002-2V7a2 2 0 00-2-2H5a2 2 0 00-2 2v12a2 2 0 002 2z"}]}] 3d:["$","time",null,{"dateTime":"2026-04-15T21:32:00.000Z","children":"Wed Apr 15 2026"}] 44:T539,

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

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