With ATSC 3.0 getting plenty of technical push and pre-buzz at such industry events as NATPE Miami, it would only make sense that a measurement standard that can help scale the addressable TV marketplace be created.
That’s just happened, thanks to a new partnership between advanced data and analytics company 605 and Cross MediaWorks.
This nascent measurement standard is also designed to “create an independent, third-party verification of performance providing a standardization of an impressions-based television campaigns,” the companies announced today from New York.
In addition to campaign measurement, the partnership will also create what 605 and Cross MediaWorks call “a unified targeting approach that encompasses a robust new data-driven solution for linear and addressable TV advertising.”
The partnership, they boast, “creates one of the largest high-index television advertising solutions in the marketplace.”
The two companies will work together marrying their first-party data with third-party data sources to help marketers optimize audience-based campaigns using census-level, household attributes. The solution will be available to clients working with Cross MediaWorks’ portfolio of companies, specifically Cadent and one2one Media.
“Cross MediaWorks is continuing to expand its television advertising solutions to advance the television marketplace,” says Cross MediaWorks CEO Nick Troiano. “Our partnership with 605 brings better data to TV by helping brands find audiences as well as extend their reach of addressable television campaigns into linear TV inventory with a unified targeting approach.”
Ben Tatta, Co-Founder and President of 605, added, “We look forward to leveraging our census-level data, deep analytics capabilities and expertise in audience targeting and addressability to provide Cross MediaWorks’ advertisers a solution that sharpens planning and real measurement of their clients’ campaigns performance.”
Moving beyond planning and measurement capabilities, Cross MediaWorks and 605 will also work together to provide clearer, actionable insights based on underlying patterns and trends. For example, determining the specific point in time when a television advertisement can move a viewer to a website where information and purchasing decisions are easily made.
