Linear and OTT Insights Enable Omnichannel Campaign Planning for the World’s Leading Advertisers
Advertising technology leader, The Trade Desk has partnered with Inscape, the largest single source provider of Smart TV viewing data in the U.S., to integrate Inscape’s data insights directly into The Trade Desk’s Planner, a cross-device advertising planning tool for digital and connected TV campaigns. The addition of Inscape’s smart TV viewing data provides marketers with valuable new insights to help maximize campaign reach and ROI through integrated planning, buying and measurement across all screens and devices, at scale.
“Integrating Inscape’s near real-time TV viewing data into Planner helps our clients plan and activate their omni-channel campaigns with smart, data-driven insights”
Incorporating Inscape’s viewing data, from more than 12 million active and opted-in smart TV devices, helps advertisers on The Trade Desk’s platform plan their digital spend incrementally on top of their linear media budgets, adding efficiency to cross-channel plans. Adding this valuable smart TV viewing data to The Trade Desk’s AI-driven Planner tool also helps marketers easily forecast cross-device reach and frequency across campaigns that span both digital and TV. Inscape’s viewing data delivers a clear understanding of ad exposure rates, emphasizing specific targeting with audience insights, instead of demographics, to use across digital channels. Advertisers also have the ability to build plans modeled by how often an ad is served to consumers, optimizing relevance and frequency for millions of households in the United States.
“Integrating Inscape’s near real-time TV viewing data into Planner helps our clients plan and activate their omni-channel campaigns with smart, data-driven insights,” said Nate Gawel, General Manager of Data Partnerships, The Trade Desk. “This partnership helps us identify opportunities for incremental reach, frequency and GRPs to improve the impact of both linear and digital TV ad buys.”
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Automatic content recognition (ACR) data obtained from Inscape reflects what’s being watched regardless of input device. As people increasingly consume content and commercials on their Smart TVs from a multitude of sources, it is imperative that the data used to inform and measure media buys can account for and properly value ad impressions holistically.
“Brands desire to reach consumers with relevant and timely messaging. To do so, they need to understand what ads are being consumed across a wide variety of publisher inventory and devices in order to better plan and optimize their ad campaigns,” said Greg Hampton, Vice President of Business Development at Inscape. “The Trade Desk understands that TV viewing data from Inscape has the granularity, precision and scale necessary to help advertisers deliver sophisticated, omnichannel advertising campaigns across every device, marketing channel, and ad format.”
Inscape is a wholly owned subsidiary of VIZIO, and leading provider of ACR technologies and cross-screen metrics. With more than 12 million active and opted-in TV devices and growing, Inscape’s Smart TV footprint is the largest single source of opt-in TV viewing data available to license in the United States.
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Additional benefits include:
- Build authenticated audience segments using relevant and pseudonymous data to activate campaigns across channels and stages of the marketing funnel
- Extend reach by using cross-screen reach and frequency metrics to plan and automatically optimize TV campaigns
- Provide the ability to target viewers who were either exposed or not exposed to a brand’s TV commercials
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