EXCLUSIVE: TVSquared, an analytics and measurement firm specializing in TV attribution (the task of determining who gets credit for an ad message) is launching a new platform with enhanced ways of …
firm specializing in TV attribution is launching a new platform with enhanced ways of linking media placements with business outcomes.
, spanning tens of millions of households, across any device where consumers watch video content. TVSquared says tagging various ad servers enables it to capture 100% of OTT advertising, without the limitations of Automatic Content Recognition technology.By measuring both impression-based linear TV in conjunction with OTT campaigns, TVSquared aims to illuminate the audience overlap across platforms, and the incremental reach that video brings to brands’ overall TV strategies.
“Together, linear and digital is giving the TV industry the greatest scale and reach potential of all time,” TVSquared president Jo Kinsella said. “We have strategic partnerships across the advertising ecosystem to create the most robust closed-loop attribution solution in the world. This means we can power independent TV measurement for advertisers and publishers – from direct streaming services to DSPs and MVPDs.
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