LONG ISLAND CITY, N.Y. — The cross-platform measurement, analytics and attribution firm used across the television industry founded and led by Kristin Dolan is now bringing “the first road-mapped deliverables” from 605‘s new media trading currency to customers.
To do so, it is using Xandr‘s sell-side and buy-side advanced TV programs.
This sees 605 now offering to its customers “Advanced Audiences” data with the use of Xandr’s Monetize TV and Invest TV, and it is designed to let them transact on data-driven linear campaigns.
In 605’s view, Advanced Audiences will allow advertisers “to define television audiences” with more precision, through the use of first-party or third-party data. This, it says, means sellers “can generate optimized proposals across networks, dayparts, and selling titles that are more likely to deliver against an advertiser’s target audience and business KPIs.”
It’s another product that taps into an industry shift away from traditional guarantees based on age and gender demographic ratings.
Dolan noted on Wednesday that 605 EXCHAN6E’s December 2021 launch was tied to the company’s intention to bring features to the market throughout 2022. “The launch of Advanced Audiences is a testament to our efforts and marks the first of many industry-leading measurement solutions we have in store,” she said. “We are delighted to be working with Xandr to give brands the ability to dynamically create granular audiences and execute buys against these customer segments through 605 EXCHAN6E.”
Advanced Audiences will initially be available for linear television and is customizable, leveraging partnerships with data partners across key advertiser categories, including PlaceIQ, Catalina and automotive industry-focused Polk. “Moving forward, these campaigns will serve as building blocks for cross platform media executions to drive full funnel performance,” the company says.
605 has launched an Open Partner Program to support 605 EXCHAN6E, allowing market-leading programmers, agencies and advertisers to closely collaborate with 605 to create an independent ecosystem with a stable, accurate, consistent and always-on medium of exchange for the trading of advertising.
