NEW YORK — The TV and cross-platform measurement and analytics firm founded by CEO Kristin Dolan has launched an independent media trading currency that the company believes offers an alternative to … you guessed it … Nielsen.
As 605 sees it, it is designed “to underpin advertising transactions between partners on the buy-side and the sell-side.”
Introducing “605 EXCHAN6E,” which 605 says builds on the capabilities already delivered to partners through its audience measurement tool 605 PLATF0RM.
Dolan commented, “The market has moved rapidly over the last three months and has created significant new opportunities for independent and trusted organizations like 605. While we believe there is capacity for multiple currencies in the marketplace, our goal is to be a leading currency through association with premier partners, providing seamless measurement across linear and digital viewing. We want to provide optionality to programmers and agencies based upon and reinforced by the rigor and scale of our data, analytics and science-based processes.”
The company will launch an Open Partner Program to support the initiative.
Caroline Horner, the Chief Product Officer at 605, added, “For decades, I’ve been focused on the challenge of accurately measuring viewing behavior in a way that increases the value of advertising for programmers, agencies and advertisers. The development and launch of 605 EXCHAN6E along with creation of our Open Partner Program will provide an opportunity for the smartest minds in the industry to join us in creating the best solution – one that uses our data science, analytic expertise and technology to improve outcomes at the right value.”
605 EXCHAN6E will initially be made available to its Open Partner Program participants as a “tracking” currency in 2022. In the near-term, 605 EXCHAN6E will be focused on national premium video, comprising linear and long-form as well as brand-safe digital video. Over the longer-term, 605 will add features and functionalities based on partner input and demand.
605 will be presenting plans for 605 EXCHAN6E and providing more detail on the 605 Open Partner Program during CES 2022, from January 5-8 in Las Vegas.
