# Cognition Is the New Currency Layer for CTV Ads > Viant's $40M TVision close put cognition inside a DSP as buyers enter the 2026 upfront armed to price against it. - Publication: The State of Streaming - Section: Measurement & Data - Published: 2026-05-03T00:00:00.000Z - Byline: The State of Streaming Staff - Canonical URL: https://thestateofstreaming.com/measurement-data/2026/05/cognition-attention-currency-ctv-ads/ - Read time: 7 min ## Summary Cognition is the new bid layer for CTV ads. Viant's $40M TVision close and IAB-MRC attention guidelines are forcing a 2026 upfront pricing reset. ## Key facts - Viant Technology agreed to acquire TVision Insights for $40 million ($22.5 million cash plus 1,656,701 Class A shares), folding the only U.S. eyes-on-screen attention panel into a DSP and naming the resulting metric 'attention-adjusted CPM.' - The IAB and MRC published the first Attention Measurement Guidelines v1.0 in November 2025, codifying four methodological categories: data signals, visual tracking, physiological/neurological observations, and panel/survey inputs. - Adelaide's CTV attention data shows CTV outperforms display by 180%, online video by 66%, and streaming audio by 54%, and delivers a 25% higher probability of attention than linear TV. - Seedtag's November 2025 EEG study with Moran Cerf at Columbia showed 3.5x higher neural engagement than non-contextual ads and a 30% lift over standard contextual placements. ## Why it matters Cognition has crossed from vendor pitch into buying infrastructure. With attention-adjusted CPM landing inside Viant's bidder, pre-bid attention live in OpenX and Index Exchange, and the IAB-MRC standard signaling future accreditation audits, the 2026 upfront is the first cycle in which a CTV inventory line without a cognition-grade attention signal will price down against one that carries it. ## What to watch - NewFronts week opens May 5; watch which programmer commits to attention-priced rate cards versus citing attention only as evaluation data. - Whether the Joint Industry Committee's next currency-certification cycle reopens its rubric to address DSP-owned attention vendors as a structurally different class from the neutral panel vendors it was designed for. - Whether DoubleVerify or IAS pivots DV Authentic Attention or Quality Attention toward an explicit cognition-layer claim before Q3 earnings, or cedes the framing to Seedtag and Viant. - The first MRC accreditation audit issued under the November 2025 Attention Measurement Guidelines, the moment cognition-grade measurement gets a stamp. ## Article The phrase Viant Technology (NASDAQ: DSP) chose for its $40 million [acquisition of TVision Insights](https://www.viantinc.com/company/news/press-releases/viant-announces-agreement-to-acquire-tvision-strengthening-its-ai-powered-programmatic-platform/), announced last month and reflected in the [same-day Form 8-K](https://www.sec.gov/Archives/edgar/data/1828791/000182879126000029/dsp-20260414.htm), is the part that matters. CEO Tim Vanderhook called the post-deal product "a first-of-its-kind metric: the attention-adjusted CPM." The deal price isn't extraordinary. The phrase is. Viant put a measurement primitive inside its bidder, then named that primitive a CPM modifier rather than a verification label. That is the tell. What's being assembled across CTV measurement is a cognition layer (what the brain processed, not what the screen rendered), and the buy side is moving to price against it. Cognition has been gathering inside the measurement stack for years. Adelaide's [Attention Unit](https://www.adelaidemetrics.com/) has been transactable currency in DV360, The Trade Desk (NASDAQ: TTD), Amazon Ads, and Adobe DSP since well before this deal. Karen Nelson-Field's [Amplified Intelligence](https://www.amplified.co/insight/how-attention-fuels-mental-availability) has quantified mental availability against active-attention thresholds for nearly a decade. TVision's eye-tracking panel has been the U.S. utility every alt-currency vendor licensed from. What changed in the past two quarters is that the [IAB and MRC published a standard](https://www.iab.com/wp-content/uploads/2025/11/IAB_MRC_Attention_Measurement_Guidelines_November_2025.pdf), the SSPs lit up pre-bid, and the most aggressive DSP folded the panel inside its own platform. Our position: by Q4 2026, a CTV inventory line that doesn't carry a cognition-grade attention signal will price down against one that does. Buyers won't switch CMS systems for it. They'll switch supply. ## What buyers are actually asking the vendors to measure The cognition layer is not one product. It's a stack of differently engineered signals that buyers are starting to compose into a single planning view. The current shape, with what each vendor's primitive actually measures: - **[Adelaide AU](https://www.adelaidemetrics.com/):** a 0–100 omnichannel score trained against outcomes, available cross-DSP, anchored on Adelaide's argument that two impressions can both be 100% viewable and perform completely differently. - **[TVision](https://www.tvisioninsights.com/):** second-by-second eye-tracking and presence data from a U.S. opt-in panel, totaling 24 billion measured seconds of viewing; the data layer most other vendors render against. - **Amplified Intelligence:** Karen Nelson-Field's cross-platform model and active-vs-passive thresholds. Her work puts [1.5](https://www.vccp.com/uk/news/2025/may/hacking-the-attention-economy-vccp-media-and-dr-karen-nelson-field-reveal-1-5-second-formula-for-effective-digital-advertising) to [2.5 seconds of active attention](https://www.amplified.co/insight/how-attention-fuels-mental-availability) on the page as the threshold for building mental availability. - **[Seedtag Neuro-Contextual](https://www.prnewswire.com/news-releases/seedtag-releases-first-of-its-kind-neuroscience-study-redefining-human-centered-advertising-effectiveness-302619319.html):** contextual targeting reframed against EEG-grade signals of interest, emotion, and intent, validated in a Cerf/Columbia study that reported 3.5x higher neural engagement than non-contextual placements. - **[DoubleVerify](/measurement-data/2026/04/doubleverify-tiktok-mrc-accreditation/) (NYSE: DV) — [DV Authentic Attention](https://doubleverify.com/lp/product-fact-sheet/ctv/verify/supercharge-your-ctv-media-strategy-with-actionable-attention-insights):** Ad Focus, Dwell Time, and an Attention Index across open web, CTV, and social, with power-state awareness on connected screens. - **Integral Ad Science (NASDAQ: IAS) — [Quality Attention](https://integralads.com/news/quality-attention-optimization-social-attention-measurement/):** predictive eye-tracking with Lumen, optimizing against attention scores rather than viewability; IAS reports up to 130% conversion lift for brands that buy this way. These are not interchangeable, and that is the buyer's problem and the vendor's leverage. As [eMarketer puts it](https://www.emarketer.com/content/attention-measurement-inches-toward-credibility-with-new-iab-mrc-standards), vendors mix biometric data, surveys, and contextual signals in different ratios, and identical ad exposures produce varying results. That's why standards-body work matters more here than in any prior CTV currency conversation. ## The standards-body legitimacy moment The category got its first official rulebook last fall. The [IAB and MRC's Attention Measurement Guidelines v1.0](https://www.iab.com/wp-content/uploads/2025/11/IAB_MRC_Attention_Measurement_Guidelines_November_2025.pdf), developed by an [IAB Attention Task Force](/advertising-adtech/2026/04/iab-tech-lab-pgc-leap-launch/) with input from more than 200 industry members, codify four methodological categories: data signals, visual tracking, physiological and neurological observations, and panel-or-survey inputs. The categories do real definitional work. They tell a buyer what bucket a vendor is in and what would be auditable. "Right now, there are too many different ways to measure and define it, which creates confusion," IAB measurement VP [Angelina Eng said](https://www.iab.com/news/attention-measurement-guidelines-public-comment/) when the public comment draft went out last spring. The final document goes further: it lays groundwork for future MRC accreditation audits. The same regime that made viewability transactable a decade ago is being extended to cognition. Sitting underneath the IAB-MRC work is the [Advertising Research Foundation's Phase 2 validation initiative](https://www.globenewswire.com/news-release/2024/05/16/2883720/0/en/The-Advertising-Research-Foundation-Unveils-Findings-From-Attention-Measurement-Validation-Initiative-Phase-Two-Report.html), which compared 12 attention measurement companies across 32 ads using surveys, eye tracking, facial coding, biometrics, and neural measures. ARF CEO Scott McDonald put the result clinically: the findings "provide a clearer picture of the degree of congruence among current methodologies." Surveys plus combined eye tracking and facial coding showed the most consistent results across the cohort; significant variations existed elsewhere. That's the honest version of where the science is — convergent enough to standardize, divergent enough that buyers will pick a methodology, not just a vendor. ## Where the upfront math actually changes The standards body legitimizes. The DSP and SSP layer is what changes the bid math. That's the part of this transition the trade press has been slow to register. Cognition becomes pricing infrastructure when it lives inside the auction. [OpenX launched OpenX Attention Targeting with TVision](https://ppc.land/openx-and-tvision-bring-real-time-attention-targeting-to-ctv-buyers/) earlier this quarter, applying impression-level attention scores across more than 231 million monthly unique users via OpenXSelect. Index Exchange [embedded xpln.ai's attention signals](https://ppc.land/index-exchange-embeds-ai-attention-signals-into-ssp-for-pre-bid-targeting/) into its SSP for pre-bid CTV targeting one month earlier. TripleLift had built [the first attention-guaranteed CTV deals](https://triplelift.com/press/triplelift-partners-with-adelaide-launching-first-ever-attention-based-buying-guarantee-for-ctv/) with Adelaide three years before that. [Viant's $40M TVision acquisition](/measurement-data/2026/04/viant-tvision-attention-currency-acquisition/) closes the loop on the demand side. OpenX's CTV head Erika Loberg called the OpenX-TVision launch the moment advertisers can "activate attention as a targeting parameter at scale" and "directly influence outcomes before the bid." TVision's Hassan Babajane framed the same shift as moving cognition from "pre-and post-campaign to real-time optimization." Read those two quotes against Vanderhook's CPM framing and the architecture is visible: cognition was a planning input two years ago and a reporting layer last year. This year it modifies the bid. What that does to upfront pricing is the part programmers will spend the next quarter litigating. According to [AdExchanger](https://www.adexchanger.com/tv/viant-probably-wouldnt-have-acquired-tvision-if-it-hadnt-bought-iris-tv-first/), TVision multipliers based on attention signals could turn apparent value upside-down; its example showed advertisers "spending 21% less per attentive view on HBO Max versus YouTube." That comparison can't be made on viewable impressions alone, and can't be made by a vendor that doesn't render against second-by-second presence-and-attention data. When it can be made at the auction layer, premium publishers gain the line item that justifies their CPM premium and lower-attention environments lose it. The ad-supported streaming tier that [now accounts for 45.6 percent of U.S. ad-supported TV viewing](/measurement-data/2026/05/ctv-transparency-ad-supported-default-ias/) is the inventory this pricing math runs against first. Measurement is no longer a recap slide at the end. It is becoming core infrastructure. That framing from Veritonic's CEO, [in his post on the Viant deal](https://www.linkedin.com/posts/scottsimonelli_ctv-measurement-adtech-activity-7450516448587862016-E1WU), is the read most buy-side operators landed on within hours of the announcement. Simonelli's caveat travels with it: "Once measurement lives inside the platform, independence becomes even more valuable." That's the structural problem the [Joint Industry Committee](https://www.openap.tv/press/jic-conditional-certification) will work through over the next certification cycle. The rubric was designed for a world of [independent vendors](/opinion/2026/04/independent-adtech-stack-walled-garden-thesis/). Viant's deal makes Vanderhook the first DSP CEO to publicly own a measurement primitive, and his own framing — that the biggest platforms "have graded their own homework," [as he told AdWeek](https://www.adweek.com/programmatic/exclusive-viant-will-buy-tvision-for-40m/) in the AdWeek exclusive — invites the same question back at his platform. The cognition framing has its loudest articulation outside the verification stack. Seedtag CEO Brian Gleason has spent the past quarter rebuilding his company's pitch around what he calls "neuro-contextual" advertising. "Aligning ads with emotional tone, intent, and cognitive state drives exponentially higher engagement than traditional placements," [Gleason wrote on LinkedIn](https://www.linkedin.com/posts/brian-gleason-307b934_why-neuro-contextual-ai-changes-how-marketers-activity-7434310228533424128-_T0j) earlier this quarter. The argument lands harder because [Seedtag's neuroscience research](https://www.prnewswire.com/news-releases/seedtag-releases-first-of-its-kind-neuroscience-study-redefining-human-centered-advertising-effectiveness-302619319.html) with Columbia neuroscientist Moran Cerf put EEG numbers behind it: 3.5x higher neural engagement than non-contextual ads, a 30% lift over standard contextual placements, a 26% bump in positive emotional response. "When the emotion of an ad matches the emotion of its environment," Cerf said in the release, "the brain works less and remembers more." Whether one buys the neuroscience verbatim or not, Seedtag, branded as ["the creators of Neuro-Contextual"](https://www.linkedin.com/posts/brian-gleason-307b934_seedtag-neurocontextual-adtech-activity-7420101350803279872-vV-v), has built a planning layer that prices on cognition and shipped it into programmatic supply. ## What stays loose The buyer view is not yet symmetrical with the vendor view. Methodologies vary enough across the ARF Phase 2 cohort that two vendors can score the same impression differently. Karen Nelson-Field has held to "mental availability" rather than the broader cognition frame the rest of the category has adopted, and that distinction matters when buyers decide whose threshold (1.5 seconds, 2.5 seconds, the EEG curves Cerf reported) they're going to plan against. TVision's exact panel size is documented across industry reports but not on TVision's own methodology page, the kind of disclosure gap MRC accreditation will eventually close. And Vanderhook's "first-of-its-kind" framing is the language of a deal announcement: Adelaide, Amplified Intelligence, and the alt-currency vendors have priced media against attention for years. Post-close volume has yet to test whether this CPM survives upfront math at scale. What is not loose is the trajectory. NewFronts week opens May 5, the first IAB-MRC accreditation audit under the new guidelines is the next standards-body milestone, and the JIC's response on whether DSP-owned measurement clears the same neutrality bar as a Comscore (NASDAQ: SCOR) or a VideoAmp will arrive in the upfront window. The category's question is no longer whether cognition becomes a CTV currency. It's how many bidders and rate cards have a column for it by Q4 2026. ## Entities - Companies: viant-technology, tvision-insights, adelaide-metrics, amplified-intelligence, seedtag, doubleverify, integral-ad-science, openx, index-exchange, triplelift, the-trade-desk, iab, mrc, arf - People: tim-vanderhook, yan-liu, marc-guldimann, karen-nelson-field, brian-gleason, mark-zagorski, scott-mcdonald, angelina-eng, scott-simonelli - Products: adelaide-au, dv-authentic-attention, ias-quality-attention, seedtag-neuro-contextual, openx-attention-targeting, iab-mrc-attention-measurement-guidelines ## Tags - attention-measurement - cognition-layer - CTV-measurement - attention-currency - viant-technology - tvision-insights - adelaide-metrics - neuro-contextual-advertising - IAB-MRC-guidelines - pre-bid-attention - upfronts-2026 - seedtag ## Sourced claims - Viant Technology agreed to acquire TVision Insights for $40 million on April 15, 2026: $22.5 million cash plus 1,656,701 Class A shares valued at $17.5 million, with expected close in Q2 2026. — Viant IR press release, April 15, 2026: https://www.viantinc.com/company/news/press-releases/viant-announces-agreement-to-acquire-tvision-strengthening-its-ai-powered-programmatic-platform/ - Viant filed the deal as a Form 8-K reflecting a Definitive Agreement and Plan of Merger; the share consideration was issued under Section 4(a)(2) with a 50%/50% lock-up at six and twelve months. — Viant Technology Inc. (NASDAQ DSP) Form 8-K, April 15, 2026: https://www.sec.gov/Archives/edgar/data/1828791/000182879126000029/dsp-20260414.htm - Viant CEO Tim Vanderhook described the post-deal product as 'a first-of-its-kind metric: the attention-adjusted CPM' covering granular signals at network, app, show, scene, pod and spot level. — Viant IR press release, April 15, 2026: https://www.viantinc.com/company/news/press-releases/viant-announces-agreement-to-acquire-tvision-strengthening-its-ai-powered-programmatic-platform/ - Vanderhook told AdWeek 'For too long, the biggest platforms have graded their own homework. This changes that' in the AdWeek exclusive on the deal. — AdWeek exclusive, April 15, 2026: https://www.adweek.com/programmatic/exclusive-viant-will-buy-tvision-for-40m/ - AdExchanger reported that TVision multipliers based on attention signals could invert apparent value, with one example showing advertisers 'spending 21% less per attentive view on HBO Max versus YouTube.' — AdExchanger: https://www.adexchanger.com/tv/viant-probably-wouldnt-have-acquired-tvision-if-it-hadnt-bought-iris-tv-first/ - Adelaide's Attention Unit (AU) is a 0–100 omnichannel score available through Google DV360, The Trade Desk, Amazon Ads and Adobe DSP. — Adelaide Metrics: https://www.adelaidemetrics.com/ - Adelaide's CTV guide reports CTV attention outperforms display by 180%, online video by 66%, streaming audio by 54%, and delivers 25% higher probability of attention than linear TV. — Adelaide Metrics CTV Guide: https://www.adelaidemetrics.com/attention-resources/ctv-the-definitive-guide-for-advertisers - Adelaide's 2025 Outcomes Guide reports an average 41% upper-funnel and 55% lower-funnel lift across 52 case studies in 18 industries. — Adelaide Metrics 2025 Outcomes Guide: https://www.adelaidemetrics.com/blog/adelaide-launches-2025-outcomes-guide-collection-of-case-studies-demonstrates-average-41-upper-funnel-and-55-lower-funnel-lift-from-attention-metrics - TVision measures presence (room time during content) and attention (time looking at the screen during content), and reports 24 billion measured seconds of TV viewing across linear and CTV. — TVision Insights: https://www.tvisioninsights.com/ - Anheuser-Busch's Head of US Media Paolo Provinciali stated 'TVision is now an integral part of our measurement ecosystem.' — TVision Insights: https://www.tvisioninsights.com/ - TripleLift launched the first attention-based CTV buying guarantee with Adelaide on September 13, 2023. — TripleLift press release, September 13, 2023: https://triplelift.com/press/triplelift-partners-with-adelaide-launching-first-ever-attention-based-buying-guarantee-for-ctv/ - Karen Nelson-Field's research at Amplified Intelligence finds active attention drives up to 3x more brand recall and purchase intent than passive viewing, requiring 2.5+ seconds of active attention to build mental availability. — Amplified Intelligence: https://www.amplified.co/insight/how-attention-fuels-mental-availability - VCCP Media and Karen Nelson-Field research published in May 2025 shows 1.5 seconds is sufficient when distinctive brand assets are deployed effectively. — VCCP Media, May 2025: https://www.vccp.com/uk/news/2025/may/hacking-the-attention-economy-vccp-media-and-dr-karen-nelson-field-reveal-1-5-second-formula-for-effective-digital-advertising - Seedtag's November 2025 study with Moran Cerf at Columbia, conducted August through November 2025 in New York using EEG and cross-brain correlation, reported 3.5x higher neural engagement than non-contextual ads, 30% lift over standard contextual ads, and a 26% increase in positive emotional response. — Seedtag via PR Newswire, November 2025: https://www.prnewswire.com/news-releases/seedtag-releases-first-of-its-kind-neuroscience-study-redefining-human-centered-advertising-effectiveness-302619319.html - Seedtag CEO Brian Gleason wrote on LinkedIn that 'aligning ads with emotional tone, intent, and cognitive state drives exponentially higher engagement than traditional placements.' — Brian Gleason LinkedIn: https://www.linkedin.com/posts/brian-gleason-307b934_why-neuro-contextual-ai-changes-how-marketers-activity-7434310228533424128-_T0j - Gleason wrote on LinkedIn that Seedtag is 'redefining advertising through neuroscience and AI' as 'the creators of Neuro-Contextual.' — Brian Gleason LinkedIn: https://www.linkedin.com/posts/brian-gleason-307b934_seedtag-neurocontextual-adtech-activity-7420101350803279872-vV-v - DoubleVerify launched DV Authentic Streaming TV at CES 2026 and reports that 15% of CTV programmatic transactions occur outside branded streaming players, equating to over $1 billion per quarter in misplaced spend. — DoubleVerify newsroom, CES 2026: https://doubleverify.com/company/newsroom/doubleverify-launches-dv-authentic-streaming-tv-at-ces-2026 - DoubleVerify CEO Mark Zagorski stated DV Authentic Streaming TV 'gives advertisers the ability to better align their brand suitability criteria with their CTV activation in programmatic platforms.' — DoubleVerify newsroom, CES 2026: https://doubleverify.com/company/newsroom/doubleverify-launches-dv-authentic-streaming-tv-at-ces-2026 - IAS reports up to 130% lift in conversion rates for brands optimizing against IAS Quality Attention scores. — Integral Ad Science: https://integralads.com/news/quality-attention-optimization-social-attention-measurement/ - OpenX launched OpenX Attention Targeting with TVision in March 2026, applying impression-level attention scores across more than 231 million monthly unique users via OpenXSelect. — PPC Land, March 2026: https://ppc.land/openx-and-tvision-bring-real-time-attention-targeting-to-ctv-buyers/ - OpenX's Erika Loberg said the partnership lets advertisers 'activate attention as a targeting parameter at scale' to 'directly influence outcomes before the bid.' — PPC Land, March 2026: https://ppc.land/openx-and-tvision-bring-real-time-attention-targeting-to-ctv-buyers/ - TVision CRO Hassan Babajane said the OpenX partnership represents 'the next evolution of attention metrics... from pre-and post-campaign to real-time optimization.' — PPC Land, March 2026: https://ppc.land/openx-and-tvision-bring-real-time-attention-targeting-to-ctv-buyers/ - The IAB and MRC released the Attention Measurement Guidelines for public comment in May 2025, developed with input from 200+ industry members across an IAB Attention Task Force. — IAB news release, May 2025: https://www.iab.com/news/attention-measurement-guidelines-public-comment/ - The IAB-MRC Attention Measurement Guidelines v1.0 finalized in November 2025 codify four methodological categories: data signals, visual tracking, physiological/neurological observations, and panel/survey inputs, laying groundwork for future MRC accreditation audits. — IAB/MRC Attention Measurement Guidelines v1.0, November 2025: https://www.iab.com/wp-content/uploads/2025/11/IAB_MRC_Attention_Measurement_Guidelines_November_2025.pdf - IAB VP Measurement Angelina Eng said the standards address industry confusion: 'Right now, there are too many different ways to measure and define it.' — IAB news release: https://www.iab.com/news/attention-measurement-guidelines-public-comment/ - The Advertising Research Foundation unveiled Phase 2 of its Attention Measurement Validation Initiative at ATTENTION 2024 in May 2024, comparing 12 attention measurement companies across 32 unique advertisements. — ARF via GlobeNewswire, May 16, 2024: https://www.globenewswire.com/news-release/2024/05/16/2883720/0/en/The-Advertising-Research-Foundation-Unveils-Findings-From-Attention-Measurement-Validation-Initiative-Phase-Two-Report.html - ARF CEO Scott McDonald said the Phase 2 findings 'provide a clearer picture of the degree of congruence among current methodologies.' — ARF via GlobeNewswire, May 16, 2024: https://www.globenewswire.com/news-release/2024/05/16/2883720/0/en/The-Advertising-Research-Foundation-Unveils-Findings-From-Attention-Measurement-Validation-Initiative-Phase-Two-Report.html - Veritonic founder and CEO Scott Simonelli wrote on LinkedIn that the Viant-TVision deal 'is a real market signal. It validates something some of us have believed for a long time: measurement is no longer a recap slide at the end. It is becoming core infrastructure.' — Scott Simonelli LinkedIn: https://www.linkedin.com/posts/scottsimonelli_ctv-measurement-adtech-activity-7450516448587862016-E1WU - Index Exchange embedded xpln.ai AI attention signals into its SSP for pre-bid CTV targeting in February 2026. — PPC Land, February 2026: https://ppc.land/index-exchange-embeds-ai-attention-signals-into-ssp-for-pre-bid-targeting/ - Adelaide and TVision announced a global partnership in January 2023 integrating TVision linear and CTV attention data into Adelaide's AU score, enabling pre-bid CTV attention segments for programmatic activation. — Adelaide Metrics, January 2023: https://www.adelaidemetrics.com/blog/global-partnership-between-adelaide-and-tvision-furthers-commitment-to-omnichannel-attention-measurement-and-enables-programmatic-activation - The timeline from iSpot's $16M TVision round (November 2022) through TripleLift's first attention-based CTV guarantee (September 2023), IAS Quality Attention general availability (January 2024), ARF Phase 2 validation (May 2024), IAB/MRC Guidelines v1.0 (November 2025), Index Exchange pre-bid (February 2026), OpenX pre-bid (March 2026), and Viant's $40M TVision acquisition (April 2026) shows cognition-grade attention measurement moving from panel utility into bid-layer infrastructure over approximately 41 months. — Viant IR press release; cognition-currency arc: https://www.viantinc.com/company/news/press-releases/viant-announces-agreement-to-acquire-tvision-strengthening-its-ai-powered-programmatic-platform/ --- View this article in a browser: https://thestateofstreaming.com/measurement-data/2026/05/cognition-attention-currency-ctv-ads/ Browse the publication: https://thestateofstreaming.com/ Machine-readable index: https://thestateofstreaming.com/llms.txt