Extending a three-year partnership that has seen the development of ad measurement products using smart TV technology, iSpot.tv is broadening its relationship with Inscape to include TV attribution and attention currencies.
iSpot.tv — which tracks TV advertising in real time, verifying ad plays on screen and categorising the impressions as national (live and time-shifted), local, video-on-demand (VOD), over-the-top (OTT) or addressable — uses screen-level behavioural data from Inscape to provide closed-loop attribution and attention measures to brands. Currently at 7.7 million active TV devices and growing, the Vizio subsidiary’s smart TV footprint is the largest single source of opt-in TV viewing data available to license in the United States.The new deal will run to 2025, and is said to be a response to what iSpot.tv says is skyrocketing demand for mapping TV impressions to business outcomes and changes to the TV ad measurement landscape.
“Brands are changing the way they approach TV now that they can connect TV investments to business outcomes,” explained iSpot.tv founder and CEO Sean Muller (pictured). “This deal is a testament to our market traction and the trust brands have put in iSpot, but also it speaks to the great working relationship we have developed with Inscape and the value we are creating together.”
Added Inscape SVP of sales and marketing, Jodie McAfee: “iSpot is doing at scale what so many others are trying to do on an ad-hoc basis, and the market is rewarding us all for it ... [Its] use of our glass-level, granular TV viewing data demonstrates how smart TV viewing data can and will power the next generation of measurement.”
