Viant Technology

That's Day 2 in the books for #SalesCon26 🎤🔥 Another round of great speakers and even better takeaways. Our team is locked in and ready for a strong H2 💪 #TeamViant #SalesCon26

Day 1 of #SalesCon26 is officially behind us Our sales team came together to gain new insights, exchange ideas, and align on strategies to drive performance in the second half of the year. Excited to see where Day 2 takes us! #TeamViant #SalesCon26

Some celebrations belong on land. Ours belongs on a yacht. Thank you to our LA clients and partners for setting sail with #TeamViant at this year's Viant Voyage 🥂🛥️ #ViantExperience #ViantLife EclipticPhoto | Ryan Hartford

An old lesson is proving true once again: content needs distribution...and distribution needs content. This is evident through the moves happening across our industry— Fox acquires Roku, Comcast restructures its media assets, and Sky acquires ITV's entertainment business. What's even more interesting to me is how these assets are being valued. For years, public markets heavily discounted traditional media assets because investors looked at them through the lens of declining linear television and assigned lower and lower valuations. But strategic buyers saw something different; they saw premium content, live programming, and distribution. Most importantly, they saw the leverage those assets create in an increasingly competitive media landscape. As live content becomes more valuable, and more expensive, the companies with meaningful distribution will have a distinct advantage. That's exactly why Fox, Comcast, and Sky just spent billions proving it.

Attention isn't just something to measure after the fact. It's something to optimize in the moment. Chris Vanderhook, Co-Founder and COO at Viant, took the stage at ADWEEK House during #CannesLions2026 to make the case: attention is becoming one of advertising's most important performance metrics, and the brands winning aren't just tracking it, they're acting on it in real time. "Prove to me that attention works" really means "show me the sales." The data backs it up. Brands that optimize toward attention in the moment see branded search climb, site visits grow, and sales follow. Hear it straight from Chris at Adweek House at Cannes. #CannesLions2026 #Adweek #AI #Attention #Adtech #CTV #Viant

Sports leagues are sitting on mountains of first-party data and everyone is trying to figure out how to use it to drive fan engagement. That's important, but I also think it’s solving for the wrong problem: data can personalize the experience, but it cannot create attention. Attention starts with the product— if people care about the game, they'll engage with your content, your app, your broadcasts, and your sponsors. If they don't, no amount of personalization is going to change that. The MLB is a great example of a league that took the leap and refined their entertainment product. They introduced the pitch clock to speed up the pace of play and made rule changes that encouraged more home runs, action, and excitement. The result was not only a better viewing experience for fans, but more attention around the game. Attention is what drives everything else. When attention grows, impact grows. As impact grows, media rights become more valuable. As media rights become more valuable, advertising inventory becomes more valuable. Every sport has opportunities to refine its entertainment product, strengthen fan engagement, and create more reasons for people to tune in. Create a compelling storyline that extends beyond the game! Market your next superstar! Do SOMETHING! Data can improve the experience, but it can't make an uninteresting product...interesting. Data is an amplifier, not an engine. The real question is what you're doing to create attention in the first place.

For years the industry has counted eyeballs in the room, not eyeballs on the screen. That gap is where ad spend quietly disappears in CTV. Attention is the metric that closes it. Not "was the ad served," but "did a person actually see it." That's the difference between paying for exposure and paying for outcomes. That's why Viant strategically acquired TVision. To bring attention measurement directly into the platform, not bolt it on after the fact, and to solve one of the biggest puzzles in CTV: connecting what's watched to what's won. Because attention isn't just a better metric. It's one marketers can finally bring to their CFO and tie directly to the bottom line. The brands winning right now aren't buying more impressions. They're buying more attention. Watch this video to hear why the industry has been measuring the wrong thing in CTV.📺 Erin Donohoe | Field Garthwaite | Josh Hare | Amanda Sheplee | Jay Freedman | Jon Schulz #CTV #Attention #Measurement #Advertising #Media #Marketing #Adtech #Viant

I believe that the traditional linear ad break is living on borrowed time. Just think about how people actually watch live sports— when the game goes to commercial, people know that this is the time to get up, check their phones, grab a drink from the kitchen, use the bathroom or change the channel for the next two minutes until the game is back on. We're already starting to see a different approach. During the World Cup, branded hydration breaks and dynamic virtual signage kept advertisers on screen while the action continued. The game never really stopped, so neither did viewer attention during those ads. I think that's where live sports advertising is headed. Instead of interrupting the viewing experience, advertising will become more a part of it. This is a win for everyone: fans get a better viewing experience, advertisers get more attentive audiences, and leagues and broadcasters create more valuable inventory without sacrificing the product that people tuned in to watch.

🔥𝗛𝗼𝘁 𝘁𝗮𝗸𝗲: 𝗿𝗲𝗮𝗰𝗵 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗶𝘀 𝗷𝘂𝘀𝘁 𝗮 𝘃𝗲𝗿𝘆 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲 𝘄𝗮𝘆 𝘁𝗼 𝘁𝗮𝗹𝗸 𝘁𝗼 𝗻𝗼 𝗼𝗻𝗲. In a new blog, TVision CEO Yan Liu explores a challenge every marketer faces today: in a world of endless content, attention has become the scarcest resource. As Yan writes: "Too often, marketers celebrate strong reach and high completion rates while wondering why brand lift, consideration, or sales failed to follow. But after all, haven't we all pressed play on a show, only to realize 20 minutes later we've been watching our phones instead?" His takeaway is clear: attention metrics are the missing link between media delivery and business performance. Yan breaks down how advertisers can move beyond measuring whether an ad was served to understanding whether it actually had the opportunity to influence consumers. Because in today's media landscape, reaching audiences isn't enough, you have to earn their attention. Read the full blog here🔗: https://lnkd.in/gu7_G-Fd #Attention #CTV #Adtech #DigitalAdvertising #Measurement #ConnectedTV #MediaStrategy #Viant