4C Integrates Inscape data to deliver insights across premium channels | Ad Tech | News | Rapid TV News
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Data science and marketing technology company 4C Insights (4C) is to integrate automatic content recognition from smart TV information provider Inscape.

4C Logo 29Jan20184C claims to offer a suite of self-service tools for advanced planning, buying and measurement. Through the partnership, marketers can now access Inscape's smart TV viewership data within the 4C software platform alongside additional sources of audience and creative intelligence. The solution provides enhanced audience targeting and analytics for premium channels including linear television, over-the-top (OTT) television, social, and digital media.

Used in combination with other 4C data sets, the integration with Inscape enhances capabilities to: define and reach new, behavioural audience segments across premium channels; inform linear and digital TV planning and buying; and extract creative insights like TV ad stickiness and wear out. One suggested use case is where marketers can target ads on TV or social media to people who have or haven't watched particular programmes, have or haven't been exposed to particular TV spots, or don't watch linear television at all.

"Marketers want to deliver personalised experiences to audiences that matter, something that can only be done with the right data to inform planning, activation, analysis and optimisation," explained 4C CPO Anupam Gupta. "4C's partnership with Inscape fuels an unparalleled and frictionless audience-based approach through the combination of Inscape's second-by-second TV viewing data from millions of smart TVs and 4C's ... TV, social, and premium video tools together in an integrated platform."

"4C is integrating the rich playground of social media with the billion points of data we're generating from connected TVs every day to offer the market a new way of doing business," added Jodie McAfee, SVP of sales and marketing at Inscape.