Ampersand – the TV advertising sales and technology company owned in partnership by Charter, Comcast and Cox – has partnered with TVSquared for attribution data.
TVSquared’s tech – which links observed consumer actions, like web traffic and store visits, to advertising campaign measurement – will be integrated with Ampersand’s (formerly NCC Media) platform. TV insights across different days, dayparts, networks and creatives are tracked in real-time by TVSquared, and used to improve performance across all TV investments.
“TV is evolving and performance measurement is playing a transformational role in the next evolutionary stage for both local and national cable,” said Bob Ivins, chief data officer at Ampersand, in a statement. “TVSquared’s partnership supports our vision of bringing together different parts of the TV ecosystem to change the world of TV advertising from ratings to performance. Insights and outcomes for TV advertising are setting a new standard, and TVSquared’s platform allows us to meet the next level of advertiser expectations.”
RELATED: NCC Media changes name to Ampersand
In another team up between an ad sales platform and an audience measurement service, Comscore today announced that it will be the measurement provider for Tegna’s Premion local OTT ad service.
Premion is a connected TV/OTT advertising platform that lets local, regional and national advertisers to reach audiences in long-form live and on-demand video programming. Under the agreement, Premion will now be backed by Comscore’s cross-platform video advertising measurement tool, Comscore Campaign Ratings.
"Our advertiser-first strategy is built upon simplification in audience buying, driving transparency and measurable outcomes for advertisers," said Jim Wilson, president of Premion, in a statement. "With Comscore, we're bringing the highest level of accountability by giving advertisers a comprehensive view of campaign performance so they can easily measure and prove the efficacy of their CTV/OTT ad spending."