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Viant execs: attention data should shift budget mid-flight, not just score reports

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.

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 · Ashley R. Cummings · read the original.

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