By Jonathan Easton
Cross-platform TV ad measurement firm TVSquared has been onboarded by video advertising platform SpotX as a preferred measurement and attribution partner.
SpotX said that TVSquared will “power transparent, real-time analytics on delivery, audience, and outcomes for national, regional, and local CTV campaigns”. The partnership will encompass North
America, Europe, and Latin America. The ADvantage platform is currently deployed by advertisers in eight countries.
TVquared’s ADvantage platform promises to serve up real-time proof of performance and precise analytics that inform programmatic TV buying, including audience planning and targeting. The company said that SpotX clients will be able to find optimal reach and frequency, quantify incremental reach beyond linear, understand performance across publishers and inventory levels, and measure response by weekday, daypart, device type, creative, and campaign.
SVP of strategic partnerships, SpotX, Kristen Williams said: “Partnering with TVSquared, we are empowering advertisers globally to measure the unparalleled scale of CTV with the same speed, flexibility, and transparency of other traditional digital channels. Every media dollar should be tied back to outcomes, and real-time measurement is the key to making that happen. Our clients are unlocking valuable analytics to find and reach targets across publishers, and act on insights to maximize performance and audience activations.”
President of TVSquared, Jo Kinsella said: “TV transactions are shifting from content to audience, and SpotX is delivering on the promise of CTV by proving that it can be measured and optimized programmatically. We are honored to partner with SpotX to make TV more flexible, targetable, and accountable for advertisers across the world.”
