TVSquared adds ‘who’ to its TV performance tracking by partnering with LiveRamp’s IdentityLink

At the beginning of this week, data onboarder LiveRamp announced that its IdentityLink service would tackle a new territory: television.

Now, TV measurement service TVSquared has announced a new partnership with LiveRamp.

For the past six years, TVSquared’s ADvantage platform has tracked the impact of 15- and 30-second advertising in linear broadcast TV on digital behaviors, working with more than 700 brands.

Let’s say Toyota runs a spot in the second ad break on NBC’s series, “This Is Us.” On a minute-by-minute basis, TVSquared is tracking the traffic to Toyota’s digital properties — such as its website, mobile website and app — and it can detect any spikes.

[Read the full article on MarTech Today.]