Viant, a public adtech company whose tech helps brands buy ads online and on streaming, has agreed to acquire TVision for $40 million.
$22.5 million will be paid in cash, and $17.5 million will be paid in Viant stock.
“Viant can now measure the whole TV market across linear TV, open CTV, and walled gardens side by side,” said Viant chief executive (CEO) Tim Vanderhook. “For too long, the biggest platforms have graded their own homework. This changes that.”
TVision measures how many people are watching TV, and whether they are engaged with the ads or content. It does this with a panel of 5,000 households in the U.S.,
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