TVadSync launches Smart Tune-In Attribution | Ad Tech | News | Rapid TV News
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Cross platform advertising technology provider TVadSync has announced the launch of Smart Tune-In Attribution.

John TVadsync 30May2018The cross-channel, multi-touch attribution algorithm is designed to optimise insights into the influence of integrated TV and digital campaigns on content viewings. Through algorithmic machine learning and access to the US’s largest deterministic smart TV data set, TVadSync’s attribution modelling can calculate the incremental lift in conversion rates of brands’ TV spots and digital creatives.

It’s a shift from legacy attribution models such as last touch, first touch, linear, position-based and time decay, which tend to rely on a predetermined, subjective weighting being placed on a touchpoint.

“With Smart Tune-In Attribution, TVadSync can ensure that campaigns take into account all the details that are pertinent to how TV viewers and mobile users move through the path-to-tune-in, when and where the flow needs to be improved and how to optimise the process for maximum engagement,” said John McNicholas, head of product at TVadSync. “Attribution modelling is a key area in which entertainment companies stand to make incredible gains, and TVadSync is making sure they can.”