Effectv, the ad sales division of Comcast Advertising, and Clarivoy, the auto industry’s leading provider of multi-touch sales attribution and advanced identity resolution, announced their intention to partner to deliver attribution for automotive advertisers across multiscreen TV, aiming to begin Q2. Through the partnership, mutual clients of Effectv and Clarivoy will have the ability to gain new insights into performance metrics, allowing them to evaluate how their media investments drive key business outcomes, including website visits, leads and sales. This would enable unifying attribution measurement across CTV and traditional TV inventory tailored to the needs of auto advertisers.

“Through our collaboration with Effectv, we’re proving how TV investments across traditional TV and CTV/OTT not only engage consumers but drive measurable actions throughout the entire shopping journey, ultimately delivering customers to dealerships.”

Given the unique challenges auto dealers face in delivering the optimal ad experience in today’s multiscreen TV ecosystem, this partnership will give auto advertisers the ability to map a customer’s purchase journey from first touch to last.

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Revolutionizing Automotive Advertising Measurement

Utilizing Blockgraph technology, aggregated and anonymized TV, addressable and streaming ad exposure data from Effectv is matched with Clarivoy’s measurements of consumer visits to auto marketplaces and dealership websites. Auto advertisers can see how their ads contributed to search, website visits, leads and ultimately car purchases.

“Clarivoy has set the standard for the auto industry when it comes to clear, timely and unbiased measurement metrics,” says Anthony Jingoli, Head of Local Automotive Strategy, Effectv. “By combining their measurement capabilities with Effectv’s insights and scale, we’re ensuring that auto advertisers can trust they’re getting the most impact out of their media investment with demonstrated performance throughout the funnel.”

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“Clarivoy’s unparalleled access to auto shopping behavior across the U.S. uniquely positions us to demonstrate the transformative impact of CTV/OTT advertising,” said Steve White, CEO at Clarivoy. “Through our collaboration with Effectv, we’re proving how TV investments across traditional TV and CTV/OTT not only engage consumers but drive measurable actions throughout the entire shopping journey, ultimately delivering customers to dealerships.”

These new proof of performance metrics, combined with Comcast’s household-level targeting capabilities via Effectv’s Audience Addressable solution, will help advertisers deliver messages to the specific audiences through multiscreen campaigns and deliver clear results.

This partnership will mark the first of Effectv’s Suite of Attribution Solutions, a new set of measurement offerings to give advertisers better insights into their media investments across multiscreen inventory.