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Viant, a CTV advertising company, May 5 announced the successful completion of its previously announced $40 million acquisition of TVision Insights, a provider of second-by-second, eyes-on-screen attention, co-viewership, and in-room presence signals for internet-connected TV.

Last month, Viant paid $40 million to buy TVision. TVision is best known for using its panel to determine how much attention viewers are paying to what’s on the screen, but it also provides good data about how many people are in the room.

Post-close, Viant plans to offer attention-adjusted CPMs that price CTV and linear inventory based on verified attention metrics rather than served impressions alone; independent, market-wide attention measurement; and native integration of attention, co-viewership and presence signals with its Household ID and IRIS_ID contextual signals.

Tim Vanderhook, CEO and Co-Founder, discusses Viant’s recent acquisition of TVision in this video interview with Beet.TV.

“Everybody’s kind of measuring themselves. Walled gardens are measuring themselves. Linear TV—Nielsen measures it. And in CTV, you get somewhere in between with open internet CTV platforms,” Chris Vanderhook, COO and Co-Founder of Viant, said. “I think marketers want a unified, independent measurement system.”

Meanwhile, Viant just snapped up panel-based measurement firm TVision for $40
million in an effort to establish a more unified view of media metrics.