Real-time TV ad data company iSpot has launched real-time conversion analytics to help advertisers tie TV ads to digital actions — and challenge the traditional methodologies of Nielsen.
The Bellevue, Wash.-based company has partnerships with TV manufacturers and connects to some 10 million smart TVs. Unlike Nielsen, which uses program watching as a proxy for ad watching, iSpot’s attribution platform tracks tune-in and performance metrics at the ad level. The conversion measurement piece of the platform has been in beta for about six months with 20 advertisers representing a variety of industries.
Sean Muller, iSpot’s CEO and former CTO at Demand Media, says it can now provide digital-like attribution for TV.
“Every brand has digital attribution and a media mix model, but there’s been a gaping hole in TV attribution. With smart TVs attached to home IP addresses, we can provide multi-touch attribution to connect first-party data and track actions users take on advertisers’ sites” after viewing TV ads, said Muller by phone. “We’re taking everything advertisers like about digital measurement and targeting and bringing it to TV to connect to KPIs and user actions.”
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