--- title: TVision’s New CTV Planning Platform Gives Brands Transparency Across Apps description: Introducing TVision's CTV Planning Tool for Cross-App and Linear TV measurement image: https://www.tvisioninsights.com/hubfs/landing%20page%20preview%20image.png --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Blog  |   News # TVision’s New CTV Planning Platform Gives Brands Transparency Across Apps June 23   |   Blog  |   News #### *Removes Linear and CTV Silos for Comprehensive Planning*   *Introducing Never Before Available Insight into the CTV Walled Gardens* New York City -  TVision, the TV measurement company, introduced today its new [CTV Planning](https://www.tvisioninsights.com/tv-attention-for-brands/ctv) platform, which allows marketers to evaluate viewer engagement across both linear TV and CTV - including CTV’s walled gardens. TVision’s single-source panel enables a tagless solution for accurately reporting how people really watch TV - providing greater transparency and unified metrics across platforms, and helping marketers to make smarter TV ad investments. With the ascendant growth of CTV, marketers are starting to take advantage of the advertising opportunity, having already increased their investment by 22% in 2020, according to the IAB. But challenges exist for marketers seeking to plan and optimize their CTV ad spend, especially in coordination with their linear TV campaigns. For many, questions still remain about the value and role of CTV within their overall media mix, the most effective ad lengths, how to benchmark their performance against competitors, and how to best ensure high-value impressions within CTV. “CTV advertising is no longer just an experiment, but a critical element of media campaigns and it needs to be measured effectively,” explains Yan Liu, CEO of TVision. “With the major apps controlling the performance data that they share, it has been hard for marketers to standardize measurement across apps and linear TV. Our CTV Planning tool is the industry’s answer to the walled gardens, allowing for transparent measurement.” TVision’s CTV Planning platform, which  provides attention and engagement insight into 130 channels, 16,000 hours of CTV content, and more than 75,000 ads helps marketers: - Make apples-to-apples comparisons of performance across linear and CTV applications  - Gain performance perspective into CTV walled  gardens  - Pinpoint the most engaged viewers across CTV apps and dayparts - Negotiate from a point of knowledge with hard facts about media performance compared to the market “The opportunity to make an impact with CTV advertising is significant - it’s why brands are increasing budget allocation in this area,” said Mike Perlman, CRO of TVision.  “But when it comes to effectively planning an ad campaign that spans CTV and linear, brands are hamstrung by a lack of transparency. Our CTV Planning platform solves this problem.” **Note to Editors:** TVision’s [CTV Advertising Report](https://info.tvisioninsights.com/ctv-advertising-report-june-2021), released today, provides data and insights on the growth and popularity of CTV apps, programs, and advertising.  **About TVision**  TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo. ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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