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# Viant execs: attention data should shift budget mid-flight, not just score reports
- URL: https://www.medianexis.com/viant-execs-attention-data-should-shift-budget-mid-flight-not-just-score-reports/
- Published: 2026-10-01T16:03:16.000Z
- Updated: 2026-10-01T16:03:16.000Z
- Description: Adweek’s Ashley R. Cummings reports that at ADWEEK Exchange in Dallas, TVision’s Yan Liu showed attention beats reach as a quality signal, and Viant’s Tim Vanderhook urged marketers to shift spend toward higher-attention creative while campaigns are still running.
- Author: The Signals Desk
- Tags: Measurement, Ashley R. Cummings, Adweek panel on CTV attention data

**Why it matters.** Buyers who adopt in-flight attention scoring can reallocate CTV budget toward higher-performing creative without waiting for post-campaign reports.

*Signal from* [*adweek.com*](https://adweek.com/?ref=medianexis.com) *·* [*Ashley R. Cummings*](https://www.medianexis.com/tag/by-ashley-r-cummings/) *·* [*read the original*](https://www.adweek.com/creativity/when-ctv-delivers-an-ad-whos-actually-watching/?ref=medianexis.com)*.*