Time Warner Cable (NYSE: TWC) says its media sales division has completed the rollout of its campaign advertising performance measurement tool KernelConnect.
The platform integrates anonymous aggregated linear TV data with digital advertising and third-party data, and is designed to give clients an accurate count of impressions and let them dynamically insert ads to optimize campaigns.
"KernelConnect is a ground-breaking campaign measurement platform designed to capture TV impressions and equip our advertisers with comprehensive analytical data that helps them understand how their campaigns perform," said Joan Gillman, Time Warner Cable executive VP and COO of media services. "By providing complete transparency into their campaigns, we remove the guesswork to offer a clear view into their media investments. The national rollout of KernelConnect illustrates our commitment to helping clients achieve their marketing goals."
KernelConnect, which features anonymous census-level viewing information, is designed to help clients better quantify impressions across mobile devices.
The measurement tool sorts and integrates over 180 million records across five internal and external sources, collecting more than 150 terabytes of collected, processed and stored cable set-top data. That data is then combined into a user-friendly dashboard, allowing clients to measure and strategically adjust campaigns.
TWC's KernelConnect announcement comes as other pay-TV operators — most notably, Cablevision (NYSE: CVC), Dish Network (NASDAQ: DISH) and AT&T (NYSE: T) — also ramp up advanced advertising services.
- read this TWC press release
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