Talking Future of TV Measurement with Media Brain
Talking Future of TV Measurement with Media Brain
October 19
Yan Liu, CEO of TVision, sat down with Mark Green of Media Brain to talk about the future of TV measurement. Yan addressed some of the most compelling issues facing the TV eco-system today, including:
- Measuring CTV - Yan says that streaming TV accounts for as much as 25% of all time spent viewing, for CTV enabled households. The industry needs transparent and effective ways to measure CTV, across apps and comparing with linear TV.
- Attentive CPM (aCPM) - aCPM is a new metric that allows marketers to effectively compare performance across all platforms and understand the true value of an ad - since advertising only works if people are paying attention.
- The changing measurement landscape - With Nielsen's MRC struggles, and major industry leaders from networks to brands and agencies calling for new and alternative currencies (including aCPM), Yan breaks down the measurement landscape, including how sophisticated marketers are able to incorporate attention data into MMM and other measurement approaches.
Check out Yan's full interview at Media Brain.
More resources from TVision
TVision's New TV Attention and Creative Impact Report
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.
TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology
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.