Cuebiq expands attribution solution with linear, advanced TV measurement | Ad Tech | News | Rapid TV News
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Rounding out its existing digital and out-of-home measurement capabilities, offline location intelligence and consumer insights Cuebiq has enhanced its TV attribution solution.

cubiq 7Jan2019Cuebiq’s TV attribution offering integrates opt-in TV viewing data from multiple partners into its artificial intelligence-driven location intelligence platform, Clara, which is powered by what is claimed to be the largest database of anonymous and accurate location data in the United States.

The attribution solution provides granular insights on advertising performance, which can be broken down by program, network, and day part, and is also paired with visitation insights, such as visit uplift and visit rate, walk-to-rate, time spent in stores, and most visited days and hours. This is designed to allow marketers to close the loop on cross-platform advertising by measuring ROI and incremental lift, optimising the media mix based on consumers’ offline behaviours, and understanding how each channel impacts the others, such as television vs. digital.

A proprietary methodology enables anonymous collection of location data from users who have opted-in and analysis of aggregated offline trends, helping marketers better understand the offline consumer journey, analyse store performance, and measure marketing activation effectiveness.

Cuebiq’s integration of Inscape’s automatic content recognition (ACR) viewing data, gives the company access to glass-level insights from more than ten million smart TVs and Cuebiq also claims to be the first location intelligence company to also leverage Gracenote ad exposure data, which allows the company to connect a panel with store visits for more than 72 million unique users.

“Given the unique scale of our data integrations with a variety of partners, our intuitive and interactive platform enables clients to slice and dice results for deeper insights, as well as better visualise their campaign metrics and ad effectiveness,” said Antonio Tomarchio, founder and CEO of Cuebiq. “While media buys depend on audience targeting, ads on Spanish-language networks cost less than general market ads, so such analyses can help advertisers choose the right mix of networks and programmes.”