# Featured blogs

**Attention Is the New Currency (But Only If You Know How to Use It)**  
[Read More](https://www.viantinc.com/insights/attention-is-the-new-currency-but-only-if-you-know-how-to-use-it/)

**The Connected TV Measurement Playbook For Marketers**  
[Read More](https://www.viantinc.com/insights/blog/ctv-measurement-contribution-over-attribution/)

**Contribution Attribution, Explained: A Smarter Way to Measure Marketing Impact**  
[Read More](https://www.viantinc.com/insights/blog/contribution-attribution-explained/)

**Search Is Changing. Is Your Programmatic Strategy Ready?**  
[Read More](https://www.viantinc.com/insights/blog/search-is-changing-is-your-programmatic-strategy-ready/)

## AI

**Building What Comes Next in Advertising: Recognized by the BIG Innovation Awards**  
[Read More](https://www.viantinc.com/insights/blog/viant-wins-2026-big-innovation-awards/)

**The ROI Reckoning: Why Marketers Are Shifting from Demand Capture to Demand Generation**  
[Read More](https://www.viantinc.com/insights/blog/roi-demand-generation/)

**AdTech Decoded: Your AI Is Only as Good as Your Data**  
[Read More](https://www.viantinc.com/insights/ai-powered-advertising-data/)

## CTV

**Zigging Toward Retail Media? It’s Time For Brands To Zag**  
[Read More](https://www.viantinc.com/insights/blog/demand-generation-vs-demand-capture-cpg/)

**Unlocking the Signal: Why Identity Is the New Power Source of the CTV Era**  
[Read More](https://www.viantinc.com/insights/blog/identity-drives-ctv-performance/)