## Attention Takes Center Stage at ARF AudienceXScience

April 14

Insights

[Media Post's Tony Jarvis recaps](https://www.mediapost.com/publications/article/372952/will-attention-metrics-bring-impressions-refor.html) a full day focused on Attention at ARF's AudienceXScience. Jarvis writes, "CIMM’s [Jon] Watts, together with Caroline Hugonenc, senior vice president-research & insights of Teads, reminded the ARF conference’s virtual audience that attention, whether for content or ads, was a precious resource for consumers and “does not happen in a vacuum.”

The event featured multiple panel presentations on attention, including "The Attention Economy" presented by Dentsu, TVision and Lumen, as well as a review of research from TVision and RealEyes that explained how the strength of creative impacts viewer attention to TV ads.

## More resources from TVision

[TVision's New TV Attention and Creative Impact Report](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.

[Read More](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

[TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.

[Read More](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

[TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)

[Read More](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)