A Linear/Digital Cross-Platform, Multi-Touch Attribution Tool Arrives


Television attribution firm TVSquared has launched what it calls “an industry-first platform to power always-on attribution across all forms of video advertising, proving which media and creative placements are driving sales, conversions and business outcomes.”

It comes through a combination of coverage of streaming publishers and media owners, along with household-level data. This, TVSquared claims, allows its tech product “to join the dots between linear and digital TV advertising, removing friction across the fragmented TV landscape and delivering quantifiable metrics and analytics for performance and true reach extension.”

TVSquared’s global platform measures reach, frequency and performance across linear and digital TV advertising, across all devices where consumers watch video content.

“Tagging a wide range of adservers, TVSquared’s digital measurement captures 100% of OTT advertising and is not limited by Automatic Content Recognition (ACR) technology,” the company boasts. “Measuring both impression-based linear TV in conjunction with OTT campaigns, TVSquared clients achieve cross-screen, multi-touch attribution to understand the audience overlap across platforms, and the incremental reach that video brings to their overall TV strategies.”

TVSquared is led by President Jo Kinsella. “Together, linear and digital is giving the TV industry the greatest scale and reach potential of all time,” Kinsella says. “We have strategic partnerships across the advertising ecosystem to create the most robust closed-loop attribution solution in the world. This means we can power independent TV measurement for advertisers and publishers – from direct streaming services to DSPs and MVPDs.”