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

Page: https://stenobird.com/podcast/adtechgod-pod-6593523/bonus-episode-from-impressions-to-attention-inside-viant-s-tvision-deal
Text version: https://stenobird.com/podcast/adtechgod-pod-6593523/bonus-episode-from-impressions-to-attention-inside-viant-s-tvision-deal.md
Podcast: [AdTechGod Pod](https://stenobird.com/podcast/adtechgod-pod-6593523)
Published: 2026-04-15T21:32:00+00:00
Episode link: https://traffic.megaphone.fm/EAATE6685427863.mp3
Audio file: https://traffic.megaphone.fm/EAATE6685427863.mp3
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JSON: https://stenobird.com/v1/public/podcasts/adtechgod-pod-6593523/episodes/bonus-episode-from-impressions-to-attention-inside-viant-s-tvision-deal
Duration seconds: 1321

## Resource

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. Takeaways Viant has acquired TVision, a leader in attention measurement technology that tracks real human viewing behavior across linear TV and streaming platforms. TVision measures true attention, moving beyond traditional metrics like impressions, GRPs, and ratings to determine who is actually watching ads and content. The company captures three critical signals: presence in the room, co-viewing behavior, and screen attention. Research shows that 20-30% of TV ads are delivered to empty rooms, highlighting the need for more accurate measurement. Viant's acquisition strengthens its vision of understanding who saw the ad, what content they watched, and whether they paid attention. TVision currently operates a nationally representative, opt-in panel of approximately 5,000 households and 14,000 individuals across the U.S. Privacy remains a core focus, with image processing occurring locally on devices rather than in the cloud. Viant is launching attention-adjusted CPMs, allowing advertisers to optimize bids based on audience attention quality. Integration with Viant's…

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## Transcript

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