NEW YORK – Measuring television audiences can be limited when the metrics don’t indicate whether individuals actually saw commercials and programming. TVision was started to measure audience attention among consumers in a representative sample of 5,000 U.S. homes.

“We believe the future of marketing data is a fusion between the big data sets, such as smart TV data, set-top box data and the panel data like us,” Yan Liu, co-founder and CEO of measurement company TVision, said in this interview with Beet.TV at the Advertising Week conference. “Our panel information is quite valuable to help other data companies to create a new currency or to create new forms of measurement.”

The company measures not only linear television, but also connected TV (CTV) programming that includes subscription video-on-demand services (SVOD) like Netflix and Amazon Prime Video, and advertising video-on-demand (AVOD) platforms like the Roku Channel.

“We have all the data in terms of what’s on the screen,” Liu said. “We also understand who is in front of the screen, which is become more important these days because you need to understand ‘whole viewing.’”