Viant Technology has entered into a definitive agreement to acquire TVision Insights, a provider of second-by-second, eyes-on-screen attention measurement, co-viewership and in-room presence data for television and streaming content. This strategic move targets an objective view of ad performance across linear, CTV and streaming platforms, free from self-attribution bias.

TVision’s proprietary attention signals will be integrated directly into Viant’s AI-powered programmatic platform alongside Household ID and IRIS_ID, creating a continuous feedback loop from viewer engagement into campaign planning, buying, optimization and measurement. Advertisers will gain granular visibility down to network, show, scene, pod and spot levels, enabling improved inventory valuation, bidding precision and return on ad spend.

The $40 million purchase price includes $22.5 million in cash and $17.5 million in Class A common stock subject to customary adjustments and hold-backs. The acquisition is expected to close in Q2 2026, and Viant has reaffirmed its first quarter 2026 guidance as previously issued.