Partnership brings independent effective measurement to the CTV and TV marketplace

TripleLift, the advertising technology company reinventing ad placement has announced the selection of iSpot.tv, the real-time TV ad measurement company as a preferred independent measurement company for its Connected TV (CTV) advertising offering. The partnership provides a turnkey audience measurement solution for advertisers and publishers in video.

TripleLift will leverage iSpot.tv’s cross platform ad measurement capabilities to verify creative delivery across spots and In-Show ad placements at the household level, measure CTV impressions and give customers a view into the incremental reach generated against congruent linear campaigns. By leveraging TripleLift’s proprietary systems and iSpot.tv’s audience measurement capabilities, brands can optimize campaigns for right time, on target delivery against age, gender and advanced audiences.

“Independent verification of our platform doesn’t just prove the value of our CTV products, it deepens the value brands can derive from investing with us,” said Michael Shields, General Manager, Connected TV at TripleLift. “iSpot helps brands ensure more dollars are going towards engaging with new audiences while simultaneously facilitating comprehensive understanding of investment and campaign optimization.”

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The selection of iSpot was made after advanced testing across multiple currency providers. One test that serves as an anecdote for how rapidly TV audiences are shifting to CTV can be found in a study for Consumer Packaged Goods (CPG) brand, Johnsonville. Over the course of May and June, Johnsonville Sausage saw 63% incremental reach on CTV devices with TripleLift through this particular campaign.

“The sausage-business is regionally nuanced, fragmented by varying forms and flavors. To grow share, we need targeted campaigns that tell people to buy our brand,” said Marc Bennett, Integrated Marketing Manager, Johnsonville. “Using third-party measurement partners that attribute sales lift to our CTV plans are critical in validating the success of our campaigns.”

“Its critical brands are afforded a transparent view into the explosive streaming market while having context anchored in live linear TV, where there remains a massive ad footprint,” said Stu Schwartsapfel, EVP of Media Partnerships at iSpot. “As a TripleLift preferred partner for CTV measurement for, brands and advertisers now have the tools to verify the reach and understand the impact of their CTV investments on their platform.”

iSpot, which has direct business relationships with brands and networks, is a trusted source of truth for measuring the complete lifecycle of advertising from creative testing to real time media measurement, cross platform unification and business outcome attribution.

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