Partnership Provides Scale and Precision for Impression-Based Attribution Across OTT Advertising

TVSquared, the global leader in TV attribution, announced its partnership with Extreme Reach (ER) to enable advertisers to measure the performance of all impressions served across every ad-supported OTT streaming service. The TVSquared and Extreme Reach integration tags every single ad, delivering massive simplification for advertisers, while giving them the ability to track performance at scale across all digital TV content.

With Extreme Reach, TVSquared can measure ad performance across almost every TV household in the U.S., rather than being limited to Automatic Content Recognition (ACR) and panel data alone. This brings together precision and scale to best serve the buy-side and sell-side by measuring the entire TV ecosystem from a single platform.

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Each day, 2,500 creative assets are uploaded to AdBridge^™, ER’s asset management platform that integrates video ad serving, linear TV distribution, OTT/CTV delivery and Talent & Rights management. The integration with TVSquared allows every creative asset to be tagged with performance results served in TVSquared’s always-on ADvantage analytics platform to show advertisers how their digital ads are driving response and engagement, and directly tying ad exposure back to business outcomes.

DTC brands are one of the biggest movers in OTT advertising, and companies like Talkspace are testing the power of linear and digital. Together, Extreme Reach and TVSquared created a frictionless workflow for Talkspace – one of the first brands to utilize this new partnership – to enable both creative asset management and TV attribution across the full range of linear and digital platforms.

“Linear and digital TV are powerful activation channels for Talkspace, providing performance, scale and household-level precision,” said Mary Rykaczewski, Director of Paid Acquisition, Talkspace. “Through this partnership, we have a single, go-to-market solution for tagging and attributing all of our TV creatives. The analytics offer game-changing insights on reach, frequency and performance by day, daypart, network, program, genre and creative across linear and digital TV.”

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TVSquared takes a unified approach to measuring TV content, one that delivers household-level information without compromising scale. Not only do advertisers see who was exposed, who responded and reach and frequency metrics, but they also get 100% measurement for responses, including those that would not have been captured within a restricted panel size.

“Brands need a single solution to find the optimal mix of linear and OTT,” said Jo Kinsella, CRO and EVP, TVSquared. “In an increasingly fragmented TV ecosystem, this is how advertisers scale, with performance metrics that can compare linear and digital TV all in a single platform. Extreme Reach makes this possible in ADvantage because of the scale and breadth of creative assets that are managed and distributed through AdBridge™.”

“Through this exciting integration with TVSquared, we are enabling brands to capture data in the way they require to make appropriate business decisions,” said James Shears, VP Advanced Advertising, Extreme Reach. “Attribution data is the holy grail for performance-focused brands who are looking to combine the scale of linear TV with the precision of digital campaigns. In connecting the fragmented media landscape, we help brands unlock the true power of their creative.”

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