Extreme Reach reaches out to TVSquared for multi-touch attribution | Ad Tech | News | Rapid TV News
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TV attribution technology provider TVSquared has forged a partnership with Extreme Reach to enable advertisers to measure the performance of all impressions served across ad-supported OTT streaming services.

TVsquared ExtremeReach 8Oct2019The integration aims to tag every single ad, delivering what the partners say is massive simplification for advertisers, giving them the ability to track performance at scale across all digital TV content. The companies added that with Extreme Reach, TVSquared can measure ad performance across almost every TV household in the US, rather than being limited to automatic content recognition (ACR) and panel data alone.

The partnership will see each day 2,500 creative assets are uploaded to AdBridge, Extreme Reach’s asset management platform that integrates video ad serving, linear TV distribution, OTT/connected TV delivery and talent and rights management. The integration with TVSquared allows creative assets to be tagged with performance results served in TVSquared’s always-on ADvantage analytics platform to show advertisers how their digital ads are driving response and engagement, and directly tying ad exposure back to business outcomes.

“Brands need a single solution to find the optimal mix of linear and OTT,” said TVSquared CRO and EVP Jo Kinsella. “In an increasingly fragmented TV ecosystem, this is how advertisers scale, with performance metrics that can compare linear and digital TV all in a single platform.”

Attribution data is the holy grail for performance-focused brands who are looking to combine the scale of linear TV with the precision of digital campaigns,” added James Shears, VP advanced advertising, Extreme Reach. In connecting the fragmented media landscape, we help brands unlock the true power of their creative.”

DTC brand Talkspace has become one of the first companies to take advantage of the new partnership – to enable both creative asset management and TV attribution across the full range of linear and digital platforms. “Linear and digital TV are powerful activation channels for Talkspace, providing performance, scale and household-level precision,” said director of paid acquisition Mary Rykaczewsk. “Through this partnership, we have a single, go-to-market solution for tagging and attributing all of our TV creatives. The analytics offer game-changing insights on reach, frequency and performance by day, daypart, network, programme, genre and creative across linear and digital TV.”