4C Insights integrates Vizio's Inscape smart TV data into marketing platform


4C Insights has completed integration with Vizio’s data business, Inscape, allowing marketers to access Inscape’s smart TV viewership data within the 4C software platform.

4C’s platform is built for audience targeting and analytics for channels including linear television, over-the-top (OTT) television, social and digital media. With the addition of Inscape data, 4C says marketers will be able to target ads on TV or social media to people who have or haven’t watched particular programs, have or haven’t been exposed to particular TV spots, or those who don’t watch linear television at all.

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“Marketers want to deliver personalized experiences to audiences that matter, something that can only be done with the right data to inform planning, activation, analysis and optimization,” said Anupam Gupta, chief product officer at 4C, in a statement. “4C’s partnership with Inscape fuels an unparalleled and frictionless audience-based approach through the combination of Inscape’s second-by-second TV viewing data from millions of Smart TVs and 4C’s industry-leading TV, social and premium video tools together in an integrated platform.”

Inscape, a wholly owned subsidiary of VIZIO, says its footprint is currently at 7.7 million active and opted-in TV devices.