NEW YORK — Paramount Global has agreed to measure and transact national TV advertising campaigns using iSpot currency metrics across both its media and streaming properties in the U.S.
The CBS News & Stations parent and iSpot.TV are currently completing technology integrations to enable “fast, seamless advertising transactions” inside of Paramount’s proprietary and licensed systems. Using iSpot, Paramount believes it will be able to offer partners increased choice in campaign activation and evaluation.
The deal is tied to Paramount’s support of a multi-currency future. “Paramount has taken the lead in accelerating new measurement and currency enablement because the future of our industry depends on it,” said John Halley, President of Paramount Advertising. “We are committed to supporting all new currency providers certified by the U.S. Joint Industry Committee, and we look forward to bringing greater transparency and flexibility to the way TV is transacted and measured. Our partnership with iSpot helps facilitate that goal.”
iSpot Unified Measurement, which brings together linear and streaming viewership into a single cross-screen metric, also offers such granular campaign details as on-target reach, ad frequency, linear and streaming overlap and incrementality broken out by channel, publisher and type of service.
“At the heart of new currency initiatives are ad buyers making more sophisticated investment decisions based on faster and more accurate cross-platform measurement,” said iSpot CEO Sean Muller. “To its credit, Paramount has long been among the leaders of the marketplace with its investment in infrastructure, its willingness to transact on advanced audiences, and its embrace of new forms of measurement that better quantify the effectiveness of advertising.”
Paramount expects to measure and transact against iSpot data in Q1 2024.
