TVSquared Launches Global Cross-Platform, Multi-Touch Attribution

TVSquared, a global provider of TV attribution, has launched platform to power always-on attribution across all forms of video advertising, proving which media and creative placements are driving sales, conversions and business outcomes.

TVSquared’s global platform measures reach, frequency and performance across linear and digital TV advertising, spanning tens of millions of households, across any device where consumers watch video content. According to the company, “tagging a wide range of ad servers, TVSquared’s digital measurement captures 100% of OTT advertising and is not limited by automatic content recognition (ACR) technology. Measuring both impression-based linear TV in conjunction with OTT campaigns, TVSquared clients achieve cross-screen, multi-touch attribution to understand the audience overlap across platforms, and the incremental reach that video brings to their overall TV strategies.”

“Together, linear and digital is giving the TV industry the greatest scale and reach potential of all time,” said Jo Kinsella, president, TVSquared. “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.”

“As we expand into cross-screen advertising, it will not only be critical to quantify the value of OTT buys, given their premium CPMs, but also to understand the reach extension alongside linear TV,” said Alberto Corral, senior director of marketing, UNTUCKit. “TVSquared is on the forefront of unifying linear and digital TV so that advertisers can measure reach, frequency and performance.”

TVSquared’s ADvantage platform collectively ingests first- and third-party data, including smart TV, set-top box, TV airing, digital ad server and both client and server-side advertiser data, such as app engagement, downloads and purchases.

As a result, TVSquared measures:

• Linear TV across national and local markets, down to DMA and ZIP code levels.
• All OTT-enabled advertising, including CTV and video ads served across any device.
• Incremental reach and frequency across every individual media service in the platform.
• Impression-based linear and OTT campaigns — in a comparable way — to determine the most effective media for optimal reach.
• Addressable TV across linear and OTT.
• Reach and frequency to find the optimal response and cost to achieve business outcomes.

TVSquared’s privacy-compliant, deterministic “measuring and modeling” approach combines hashed-IPs and IFAs, resolving common problems of IP-based techniques, such as time degradation and multi-occupant usage.