Viant DSP Acquires TVision for $40M

Viant Technology, a demand-side CTV platform, recently made a big move by acquiring TVision Insights for $40 million. TVision is known for its innovative “eyes-on-the-screen” technology that provides valuable TV-video attention-based data.

Viant plans to incorporate TVision’s technology into its AI-demand-side platform, promising a groundbreaking “attention-adjusted CPM measure.” This new approach to measuring viewer attention is a game-changer for advertisers, with companies like P&G, AT&T, and American Express already benefiting from TVision’s insights.

On the content side, TVision’s clients include major players like Netflix, Walt Disney, Amazon, NBCU, Paramount Skydance, and Fox Corp. By analyzing TVision data, Viant found that while YouTube’s average CPM is $22 compared to HBO Max’s $30 CPM, viewers pay more attention to HBO Max content.

Advertisers can now spend 21% less per attentive view on HBO Max, thanks to TVision’s attention signals being combined with Viant’s existing identity solutions. This integration enables more effective contextual advertising for video and Connected TV (CTV).

Following the acquisition announcement, Viant Technology’s stock saw a significant 10.5% spike, reaching $11.22. Analysts are optimistic about Viant’s future, especially with the launch of ViantAI and Outcomes tools, which are expected to drive higher margins by streamlining the advertising process.

In 2025, Viant’s revenue reached $344.2 million, marking a 19% increase from the previous year. The company’s forecast predicts another 20% growth for this year, showcasing its continued success and innovation in the streaming entertainment space.