Havas and Viant launch attention media marketplace
The marketplace combines Havas' curated publisher network with Viant's attention-scoring technology
Havas and Viant have introduced the Attention Marketplace, a media buying solution designed to help advertisers use attention signals to improve planning, activation and campaign optimisation.
The marketplace combines Havas' curated publisher network with Viant's attention-scoring technology, allowing brands to identify media environments that are more likely to generate engagement and business outcomes. The offering builds on Havas' Meaningful Marketplace, its premium media programme focused on media quality, transparency and performance.
Attention moves into media buying
The launch reflects growing interest among advertisers in measuring media quality beyond traditional metrics such as impressions, reach and viewability. Rather than replacing those indicators, attention data provides an additional signal to help marketers understand which media environments are more likely to influence consumer behaviour.
The Attention Marketplace incorporates attention data directly into media activation, enabling advertisers to use attention scores before campaigns launch and throughout ongoing optimisation.
Jackie Lyons, Chief Planning Officer, Havas Media Network North America: "The Attention Marketplace is designed to help brands make smarter media investment decisions. By connecting attention data to activation and optimization, we can identify the environments that drive stronger engagement and demonstrate measurable value for our clients."
Marketplace combines curation and optimisation
The Attention Marketplace extends Havas' Meaningful Marketplace, which evaluates publishers using criteria including viewability, social resonance, ad clutter, audience growth, attention and brand safety.
According to Havas, the marketplace is verified by Jounce as free of made-for-advertising inventory and generates 53 percent fewer carbon emissions than typical open-exchange buying, based on Scope3 analysis.
Within Viant's platform, inventory is scored by attention level, allowing advertisers to target higher-attention environments before bidding and adjust investment throughout campaigns based on performance.
Attention embedded throughout campaigns
Havas says attention is integrated across every stage of media investment. During planning, its Attention Planner evaluates media environments before budgets are committed. During campaign activation, attention informs inventory selection and audience targeting, while optimisation shifts spend towards placements delivering stronger engagement.
Performance is then assessed alongside traditional metrics such as reach, frequency, brand lift, conversions and sales impact to provide a broader view of campaign effectiveness.
Holly Dunn, Managing Partner, Head of Investment & Activation, Havas Media Network North America: "Every audience engages with media differently, which is why a one-size-fits-all approach to attention is not enough. The Attention Marketplace enables brands to invest in media environments that are most likely to capture attention and drive measurable business results."
Partnership combines technology and research
The marketplace also draws on Havas research conducted with Lumen and Brand Metrics examining the relationship between attention, memory and business outcomes.
Viant contributes AI-powered programmatic buying, household-level identity and optimisation capabilities, while TVision provides second-by-second television attention measurement. Havas combines these technologies with audience strategy and media planning.
Tim Vanderhook, Co-founder and CEO, Viant: "What makes this partnership distinct is the combination of Viant's AI-driven programmatic activation infrastructure, TVision's second-by-second eyes on screen TV attention measurement capabilities, and Havas' strategic investment discipline. Viant brings comprehensive household-level identity, premium CTV scale, data activation, and AI bidding and optimization capabilities. TVision delivers person-level attention signals in real time, giving advertisers visibility into engagement ahead of the ad break so budgets can be directed toward the moments most likely to land, enabling advertisers to understand not just whether an ad was served, but whether it was actually viewed and engaged with. Havas brings audience strategy, marketplace curation, and the ability to connect those attention signals to business outcomes. Together, these capabilities create a more effective approach to media investment, bringing attention directly into planning, activation, and optimization."
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