The company gaining attention for its “cross-screen, multi-touch attribution” across all linear and digital television content has partnered with the cloud-based SaaS platform used for media buying and media planning developed in 2016 by Hudson MX.
The deal with Hudson MX and TVSquared is aimed at bringing a valued programmatic solution to local TV advertising.
According to the companies, “Agencies that make buys through the Hudson MX platform will be able to access TVSquared to measure campaign performance, impressions and business outcomes in real time.”
The pact in response to what Hudson MX and TVSquared believe is a need among agencies for “flexible, actionable tools to adapt and thrive in today’s environment.”
In particular, shorter media-planning cycles – fueled by a push for greater flexibility, timely measurement and iterative optimization – require a fast, actionable buy process, the companies say. “Through the partnership, advertisers can understand how buys are driving business outcomes and then quickly optimize new or existing TV buys for response, whether it’s online sales, app activity, website traffic or any other conversion KPI that matters the most.”
TVSquared President Jo Kinsella said, “Our partnership is creating a new currency for local TV. Hudson MX advertisers can now buy based on performance, GRPs or impressions, which offers more flexibility than ever before. This is the future of TV media buying.”
