tvision Raises $16M to Measure Connected TV Attention

TVision is developing a system intended to establish a benchmark for gauging viewership of streaming content – and to further this development, the company has secured $16 million in a new round of investment.

The New York City-based company initially focused on measuring viewership of traditional television, utilizing webcams to ascertain if viewers were actively engaged with advertisements. More recently, it has introduced a solution geared towards connected TVs, an area where, according to co-founder and CEO Yan Liu, a standardized measurement system is currently lacking.

“My observations indicate that a true TV rating system doesn’t currently exist within the streaming landscape,” he explained. “There isn’t a widely accepted standard for measurement within the industry.”

This situation is partly due to the fact that major streaming providers such as Netflix and Disney+ operate on a subscription model, rather than relying on advertising revenue, which diminishes their need to collaborate with independent measurement companies.

Liu also pointed out that the measurement tools presently available are primarily based on tags – a method that allows advertisers to track the reach of their ads, but doesn’t provide comparative data against industry standards or competitors.

Therefore, instead of depending on tags, TVision has assembled a panel of connected TV viewers. This approach mirrors the traditional methodology used by Nielsen in measuring TV audiences, though Liu emphasized that it’s a more complex undertaking than it appears, explaining why few other advertising measurement companies have created similar panels.

He further noted that TVision (distinct from the T-Mobile streaming packages sharing the same name) has created innovative technology that leverages data, including Wi-Fi signals, to differentiate between ad playback on streaming services and traditional linear television.

Liu affirmed that all of this is being done in a manner that adheres to regulations and prioritizes user privacy, preventing the upload of any personally identifiable information and ensuring panelists are fully informed about the data they are contributing.

TVision’s measurement platform concentrates on connected TVs, excluding desktop/laptop computers and mobile devices. However, Liu stated that cross-platform insights are available through a collaboration with Oracle’s Moat.

The company currently serves clients including Pepsi, Anheuser-Busch, Hulu, AMC, and Dentsu Aegis Network, and has now raised a total of $39 million in funding. This latest funding round was spearheaded by SIG Asia Investments, an affiliate of the global trading firm Susquehanna International Group, with participation from existing investors Accomplice, Golden Ventures, and Jump Capital.