About
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
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