Conviva, a measurement platform for streaming media, is partnering with Experian on audience segmentation data for content providers and streaming services.
Conviva will combine its first-party streaming data and Experian’s demographic data so publishers can provide advertisers with detailed insights including audience content preferences, viewer behavior patterns and ad exposures. The partnership includes the integration of Experian marketing data into Conviva’s expanded streaming audience measurement platform, which includes Stream ID technology and uses a common identity model to promote ecosystem interoperability.
Conviva said Stream ID, which links multiple devices to a single household based on anonymized publisher data that excludes cookies and device identifiers, currently analyzes streaming behavior across more than 80 million U.S. households. The company plans to expand internationally over the next year.
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“With TV evolving and streaming services continuing to become more prominent among consumers, it’s imperative for publishers to help advertisers properly measure the effectiveness of their CTV campaigns,” said Aimee Irwin, senior vice president of strategy and partnerships for Experian Marketing Services, in a statement. “Our relationship with Conviva creates another pathway for us to provide publishers with advanced metrics and robust demographic data, solving for the ongoing TV measurement challenge.”
The companies said their household-level demographics should also be useful to marketers looking to create targeted advertising. Marketers will have access to newly available streaming video demographics to build new or emerging customer segments, overlay streaming and social video demographics, measure cross-brand household reach to identify areas for cross-promotion and look at content consumption trends.
“Measuring census-level content and advertising with single sensor provides better context and supports publisher teams working cross-functionally to maximize engagement and revenue,” said Conviva CEO Keith Zubchevich in a statement. “With Experian data integrated into Conviva’s platform, we are providing publishers with the most detailed, accurate and anonymized first-party data available.”