Vizio’s ACR data and tech unit Inscape on Wednesday unveiled an enhanced commercial dataset that now incorporates streaming ad data as it looks to offer a holistic view of ad effectiveness and impact of TV commercial exposure.
The new product, dubbed Commercial Feed+, is built upon Inscape’s existing Commercial Feed dataset but now offers an emphasis on streaming – pulling in more sources beyond ACR for commercial detections to help eliminate fragmentation on TV viewing behavior. The dataset combines linear and streaming feeds, also allowing clients to access both from a single source, which it said will enable more accurate planning and measurement decisions.
Inscape may be well-known for its automatic content recognition technology (that underpins the current Commercial Feed product), which is considered “glass-level” tech and can detect ads and content on the screen across sources.
The vendor Wednesday said that, built on the core dataset, the Commercial Feed+ solution expands and enhances that with streaming ad data. It comes at a time when several streamers are emphasizing their ad-supported offerings and advertisers are increasingly looking to streaming to reach viewers but want transparency and accurate measurement along with insights on impact. There has also been an emphasis on the need for cross-platform measurement and tools as the TV viewing landscape splinters across linear and a highly fragmented streaming ecosystem.
“By incorporating more sources across both linear and streaming, Inscape is helping the industry finally consolidate media fragmentation by providing a comprehensive reporting of cross-platform TV viewing behavior,” said Ken Norcross, VP of Data Licensing and Strategy at Inscape. “This allows our partners to better analyze ad effectiveness and performance for planning and measurement decisions – critical inputs for content providers, brands, advertisers and our measurement and analytics partners.”
While ACR data is key, Inscape emphasized that Commercial Feed+ taps additional sources of ad creatives and includes ad detections distinct from ACR, giving more visibility about commercial exposure across different viewing sources. Some of the new sources Inscape incorporated include streaming ad logs, ad server logs, and additional ad reference libraries. It also deduplicates commercial data across linear and streaming platforms, providing clients “a more robust dataset, allowing them a comprehensive overview for analytics and insights.”
According to Inscape, deduplication algorithms are applied at the creative level and deterministic ad detections are reported for each session across both linear and streaming platforms.
While the current Commercial Feed provides near real-time data, the CF+ product involves post-processing that’s delivered daily, building on top of but not replacing the existing feed. It includes streaming-only commercials leveraging consistent metadata and data fields that will expand commercial coverage. Inscape’s analysis of increased streaming coverage provided by the enhanced product found an additional 34% more ad impressions, a 32% increase in ad hours, and 23% more unique commercial exposures.
MarketCast is one partner that’s already tapping the dataset.
“With the explosive growth of CTV, it’s critical that the industry has a complete and efficient way to measure, understand and make decisions around both linear TV and streaming,” said John Batter, CEO of MarketCast, in a statement. “Being able to leverage Inscape’s Commercial Feed+ solution, which adds streaming sources to an already robust data set, is critical to the MarketCast mission of helping our clients see beyond linear TV in order to measure the impact of advertising effectiveness across CTV streaming services as well.”