Vizio’s Inscape is taking its automatic content recognition (ACR) data to the next level, unveiling an audience measurement solution that’s reflective of the national U.S. population.
Called the National Representative Panel (NRP), Inscape’s dataset reels in viewership data from over 21 million opted-in Vizio smart TVs. Innovid is one of the first partners supporting the NRP’s launch.
How is it works is each TV within Inscape’s panel is assigned demographic markers derived from anonymized households. Those markers generate audience attributes for age, gender, household income and ethnicity.
The NRP then balances a certain subset of Vizio TVs to the U.S. Census to remove variance across audience segments and avoid potential biases from market dynamics and consumer opt-in preferences.
Vizio has boasted it has the largest ACR dataset in the market. Nielsen earlier this year expanded a deal with Vizio to tap into Inscape ACR data from over 20 million U.S. connected TVs, so that the measurement company can enhance its local audience data.
Charbel Makhoul, Vizio’s VP of Inscape product management, data science and analytics, noted the NRP paves the way for alternative measurement currency.
“Enhancing our ACR data to help ensure accurate representation of audiences is a critical step in creating currency-grade data that is consistent, stable, and scalable,” Makhoul stated.
Jo Kinsella, Innovid’s president of InnovidXP, added, “the development of the NRP ensures that our clients are leveraging the most representative view of the total population and reinforces the importance of quality and scale when it comes to cross-platform TV measurement.”
ACR data is key element of the ad tech space as it allows for more personalized ads, LG Ads’ VP of product Chaitanya Upadhyay said at this summer’s StreamTV Advertising Summit. He coined ACR as “the new cookie.”
Vizio also leveraged Inscape ACR data to launch an advanced analytics platform last spring, designed to help advertisers more precisely reach audiences on CTV.
Inscape isn’t the only one vying for accurate representation of household data. Omnicom last month inked a deal with TelevisaUnivision to integrate the media company’s U.S. Hispanic identity graph into its Omni ID identity solution.
TelevisaUnivision, which introduced its household dataset this past May, has boasted it has the “biggest and most accurate” representation of U.S. Hispanic households.