TVSquared, Ampersand team on always-on attribution | Ad Tech | News | Rapid TV News
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As proof of performance becomes increasingly more important for sell-side, and aiming to identify ways to support the continued growth of TV investments, TVSquared has announced a partnership with Ampersand.

TVSquared 22Oct2019The coming together of the TV attribution firm and the audience-based multiscreen TV advertising sales and technology company will aim to bring data and transparency to the market to drive a new measurement standard in TV advertising.

The two firms believe that by teaming up exposure metrics can now be linked to observed consumer actions, bringing transparency and accountability to TV investments, and empowering Ampersand advertisers with campaign performance insights in addition to standard reach and frequency reporting.

Yet the companies stress that exposure metrics are one piece of the puzzle, but they don’t tell the full story. By partnering with TVSquared, and integrating the latter’s technology in order to offer always-on attribution reporting, Ampersand believes that it is changing the conversation by providing advertisers with insights into the business outcomes from their TV investments.

By using these insights, TV schedules can be optimised across Ampersand’s reach of MVPDs and cable inventory spanning 85 million US households. Advertisers will be able to track the influence of TV campaigns on lower-funnel activities, including website traffic and sales. Granular TV insights across different days, dayparts, networks and creatives are tracked in real-time by TVSquared, and leveraged to inform where changes can be made to achieve KPIs and improve performance across all TV investments.

“TV is evolving and performance measurement is playing a transformational role in the next evolutionary stage for both local and national cable,” said Ampersand chief data officer Bob Ivins. “TVSquared’s partnership supports our vision of bringing together different parts of the TV ecosystem to change the world of TV advertising from ratings to performance. Insights and outcomes for TV advertising are setting a new standard, and TVSquared’s platform allows us to meet the next level of advertiser expectations.”

“Proof of performance is becoming increasingly important for the sell-side as it identifies ways to support the continued growth of TV investments,” added Jo Kinsella, EVP and CRO, TVSquared. “Ampersand is playing a leading role in unifying TV – from transparency and measurement to scale and precision across its audiences. Its position in the market unlocks performance at scale, which will make a huge impact on shifting TV to become more measurable, accountable and outcomes-driven.”