Viant Technology said it agreed to buy TVision Insights for $40.0 million, a deal that adds attention measurement to Viant’s programmatic advertising platform and expands its TV data set beyond household identity and IRIS_ID.
The purchase price is split into $22.5 million in cash and $17.5 million in Viant Class A shares, with the stock portion delivered at closing. Viant said the transaction is expected to close in the second quarter of 2026.
The acquisition brings TVision’s second-by-second attention data, co-viewership and in-room presence signals into Viant’s buying platform. Viant said the addition creates three new signals in its intelligence layer and gives it measurement at the network, CTV app, show, scene, pod and spot level.
Viant said advertisers using the platform will be able to see an “attention-adjusted CPM,” a new metric the company said combines attention, co-viewing and in-room signals with its buying tools.
The company also reaffirmed its first-quarter 2026 guidance, which it had already provided on March 11, 2026. The market has reacted to these announcements by moving the company's shares 2.35% to a price of $10.90. For the full picture, make sure to review Viant Technology's 8-K report.
