"You really needed IRIS for TVision and Viant to come together. Their complementary data sets will allow advertisers to figure out where their target audience is paying the most attention."
"Properly understanding attention rates will also have an effect on the CPMs that advertisers are willing to pay. If a particular broadcast is getting kind of boring, a brand might want to pull back their spend."
"It's not enough that an ad is playing in front of someone - they have to be engaged enough to be able to recall it later. The prospect of attention metrics becoming a currency is much closer than it had been previously."
Viant's acquisition of TVision for $40 million is a strategic move enabled by its earlier acquisition of IRIS.TV. IRIS.TV's expertise in contextual signals complements TVision's audience measurement capabilities. This partnership allows advertisers to optimize ad placements based on viewer attention. Understanding attention rates can influence CPMs, as advertisers may adjust spending based on viewer engagement. While attention metrics may not yet serve as a universal currency in ad tech, the potential for broader application is increasing.
Read at AdExchanger
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