Discovery Inc. and TV audience measurement firm 605 are partnering to expand attribution, which measures TV ad campaigns’ effectiveness in driving actual business results.
The companies are planning to use data aggregated from multiple MVPD and automatic content recognition viewership sources totaling nearly 40 million households, which they said is the largest ever utilized for a TV attribution study. The data will be applied to a national projection methodology.
The partnership will look to measure brand lift, engagement and sales (or return on ad spend).
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“We are excited to work with the 605 team to bring full-funnel attribution to market for our clients. It’s critical to look beyond sales attribution and measure the impact of a campaign across the funnel,” said Keith Kazerman, executive vice president of digital sales, advanced advertising and research at Discovery, Inc., in a statement. “We consider full-funnel attribution a natural extension of Engage’s outcome-based ad optimization services, on an expanded national deterministic scale thanks to our combined footprint with 605’s multi-source viewership dataset. Together with 605, our team can put these insights into action, both in service to our customers and to advance the industry standard of outcome-based optimization.”
“The combination of Discovery and 605’s viewership datasets will extend full-funnel attribution measurement to a national scale the industry has never seen before. The large viewership dataset not only supports high resolution, deterministic measurement, but allows for ongoing tracking of both brand and sales lift in a single, integrated solution,” said Ben Tatta, co-founder and president of 605, in a statement.
Discovery plans to offer this new service through Discovery Engage, its data management and analytics platform for targeting, optimization and measurement beyond traditional demographic information.