Cross MediaWorks and 605, an advanced data and analytics company focused on the media and entertainment industry, has partnered to provide a measurement standard to help scale the addressable television marketplace. The solution will also create an independent, third-party verification of performance providing a standardisation of an impressions-based television campaigns. In addition to campaign measurement, the partnership will also create a unified targeting approach that encompasses a robust, data-driven solution for linear and addressable TV advertising.
“Cross MediaWorks is continuing to expand its television advertising solutions to advance the television marketplace,” advised Nick Troiano, CEO, Cross MediaWorks. “Our partnership with 605 brings better data to TV by helping brands find audiences as well as extend their reach of addressable television campaigns into linear TV inventory with a unified targeting approach”
“Cross MediaWorks is at the forefront of the industry’s shift to audience-based advertising…across both linear and addressable TV advertising,” said Ben Tatta, Co-Founder and President of 605. “We look forward to leveraging our census-level data, deep analytics capabilities and expertise in audience targeting and addressability to provide Cross MediaWorks’ advertisers a solution that sharpens planning and real measurement of their clients’ campaigns performance.”