Extreme Reach, Verance Partner On Enhanced Addressable Insights
Verance and Extreme Reach today announced plans to jointly bring new, household-level addressable and cross-platform reporting capabilities to market. The partnership combines Verance’s open standard Aspect watermarking technology with ER’s AdBridge asset management platform for TV and video ad creative.
The partnership will make Verance insights available to AdBridge clients on both the buy and sell side, providing measurement tools that enhance advanced advertising opportunities for programmers and advertisers while improving the viewer experience.
The Aspect platform enables video assets to be delivered and measured at the household level across all devices and distribution paths — including ATSC 1.0 and 3.0 over-the-air, cable/satellite (MVPD) and over-the-top (OTT) distribution systems — for both linear and time-shifted viewing scenarios.
As a result, Verance said, Aspect is able to capture census-level audience measurement data and provide new reporting capabilities such as cross-platform, household-level addressable delivery reporting, duration-based reporting and unduplicated reach reporting.
“Centralized reporting is becoming essential for both the buy and the sell side of the ecosystem as the demand increases for cross platform capabilities, including addressable advertising, dynamic ad insertion and programmatic buying,” said Tim Conley, CEO, Extreme Reach. “The Aspect watermarking technology is easily deployed across creative assets managed in AdBridge, and we are enthusiastic about the insights our clients will gain from this partnership.”
“We’re delighted to work with Extreme Reach to help move the industry toward a successful addressable world that drives ROI for advertisers and yield for media companies,” said Nil Shah, CEO, Verance. “Our combined capabilities will create enhanced opportunities and intelligence for both media buyers and sellers, enabling them to fully capitalize on the new era of addressable advertising across all distribution paths, including in today’s ATSC 1.0 environment.”