NEW YORK — iSpot.tv, a real-time platform for measuring the business and brand impact of cross-platform TV advertising, has partnered with a technology company intent on making the future of privacy-focused, data-driven TV advertising possible.
The deal will augment the data sources iSpot uses for aggregated and de-identified audience measurement and provide the industry with even more granular, real-time TV ad impression verification and reporting.
The partnership allows iSpot to use Blockgraph’s privacy-focused Identity Operating System (IDoS) to tap into the platform’s direct-to-household identity layer, which enables accelerated data connectivity across the fragmented TV landscape.
“This integration will help iSpot’s roster of brand and network clients more accurately measure and validate impressions derived from addressable campaigns executed or facilitated by MVPDs and associate business outcomes that happen as a result,” iSpot says.
Further, the integration will provide the industry with greater visibility into addressable and advanced advertising and the reach and impact those inventories represent in context with national and CTV inventory, the company believes.
“Blockgraph’s approach to audience data doesn’t just supplement iSpot’s attribution and impression reporting, it will help brands and media companies better understand and utilize addressable TV ad inventory in the context of their holistic TV campaigns,” said Robert Bareuther, SVP of Business Development at iSpot.
The integration comes on the heels of iSpot’s acquisition of DRMetrix, giving the company the ability to measure “cover up inventory,” which is used by cable companies to insert advanced ads over network feeds.
Blockgraph’s peer-to-peer software was designed to enable brands and media companies to exchange data with trusted partners safely and securely without sharing proprietary information. Brands running TV campaigns across linear, streaming, and other formats can use this data to more effectively reach viewers and measure the business outcomes across TV screens.
— Mike Gasbara, with editing by Adam R Jacobson
