Viant Technology

Today, we’re announcing that we signed a definitive agreement to acquire @TVisionInsights, bringing industry-leading #attention #measurement directly into Viant’s AI-powered programmatic platform. For years, advertisers have been forced to rely on fragmented, self-reported metrics across platforms, making it difficult to understand what’s truly driving #performance. By integrating TVision’s second-by-second, eyes-on-screen attention data into our Intelligence Layer, Viant is introducing a new standard: objective, market-wide measurement that goes beyond impressions to what actually captures viewer engagement. #Attention is the new currency. Combined with Viant’s Household ID and IRIS_ID, advertisers can now activate and optimize campaigns with a continuous feedback loop across planning, buying, and measurement to unlock greater precision, smarter bidding, and stronger business #outcomes. The result is the ideal trifecta for success on #CTV: identity, context, and attention unified in one independent platform. Viant Co-Founders @TimVHook and @cvanderhook explain why this marks a major shift toward unbiased measurement and performance-driven CTV in the exclusive with Ryan Joe, Editor in Chief at @Adweek, here: adweek.com/programmatic/e… #Attention #CTV #Adtech #ProgrammaticAdvertising #ViantAI #DigitalAdvertising #Streaming #AI #PerformanceMarketing | @iris_tv

Comcast is spinning out NBCU while Roku is selling to Fox. It's not that Content + Pipes is wrong but not all pipes are created equal. Content + Distribution is the correct model but traditional cable is in structural decline and content assets have never been priced higher (see WBD @ $110B enterprise value). Roku pipes > cable pipes.

Read the full announcement here🔗: viantinc.com/insights/blog/…

Big news for CTV. 📺 Today, we're announcing a new Direct Access integration with @getpublica, creating a more direct path to premium CTV inventory. Here's why it matters.🧵

When buyers and publishers connect more directly: ✅ Better advertiser outcomes ✅ Higher publisher value ✅ Stronger signals ✅ A more efficient open internet 𝗘𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝘄𝗶𝗻𝘀.

Publishers benefit too. A more direct demand path helps increase monetization, improve yield, and retain more value from every impression served.

#CannesLions2026, what a week.👏🏼 From the Croisette to the stage, one conversation kept coming up: the industry is done optimizing for reach and impressions. Attention and outcomes are what move the needle now. You could feel it in every room. And for Viant, that momentum is real. Thank you to everyone who stopped by, joined a session, or shared their perspective. Au revoir, Cannes. See you next year. #CannesLions #TeamViant #CTV #AttentionMeasurement #Advertising #Adtech

@AdtechGod One sec writing this down for next year ✍️ adding “bleach budget” to the marketing plan as we speak

@viant_tech should have gone with “May I have your attention please”. Then forced their entire team to bleach their hair and dress like Eminem.

@Adweek @Cannes_Lions @TheTradeDesk @PublicisGroupe @TatariTV 😎📈

.@Cannes_Lions is turning into an adtech billboard boxing ring. @viant_tech taunted @TheTradeDesk with “Be audit you can be,” riffing on the @PublicisGroupe audit fight and the broader transparency/fees debate, while @TatariTV took aim at DSPs overall, arguing premium TV sports can’t be bought programmatically and requires direct deals. Read more 👉 adweek.it/4xJL9hh

NEW for @Adweek: Adtech platforms including @viant_tech and Tatari are using the Croisette's prime real estate at Cannes to take swings at DSP rivals in tongue-in-cheek OOH campaigns. More here: adweek.com/media/cannes-b…

🚨 BREAKING PODCAST 🚨 Is Fox the New King of Connected TV? Breaking Down the Fox - Roku Deal Fox's $22 billion acquisition of Roku is one of the biggest AdTech and media stories we've seen in years. Does this instantly make Fox a major CTV power player? Is this really an identity and data acquisition disguised as a streaming deal? And what does it mean for advertisers, agencies, publishers, and consumers? On this special breaking news episode I'm joined by: - Kyle Dozeman | Co-Founder & CEO, Kovva | Former CRO, PubMatic - @RichieHyden Hyden | SVP, Publisher Solutions, @viant_tech Technology - @Nyury1011 | SVP, @intermedia_adv We discuss: • Why Fox made this $22B bet • Roku's 100M+ household advantage • Identity, audience data, and OS ownership in CTV • The future of targeting, measurement, and programmatic advertising • Whether Fox can challenge Amazon, Google, Netflix, and Disney • What this means for brands, agencies, and publishers Listen on Spotify: open.spotify.com/episode/2yRvq9… Listen on Apple Podcast: podcasts.apple.com/us/podcast/adt…

Full story via Ad Age: adage.com/technology/ai/…

Did you catch our Viant Publisher Solutions announcement last week? If not, here's the recap. 👀🧵

Bottom line: better signals, more transparency, more direct supply paths, inventory advertisers can trust. Available to publishers at no cost.🚀 @keithepetri @RichieHyden

Household ID enables deterministic targeting and measurement. IRIS_ID delivers content-level intelligence and contextual activation.