Advanced Television

Finecast addressable TV service verified by PwC

January 14, 2020

PwC has completed an audit of Finecast’s delivery and reporting of omnichannel addressable TV campaigns in the UK. WPP’s GroupM launched Finecast in the UK in September 2017 to deliver precision and accountability to advanced television, helping marketers to continue reaching high-value TV audiences as viewing behaviours rapidly evolve.

Finecast is the first addressable TV advertising service provider to complete an external audit of their supply chain, delivery and reporting, fulfilling the company’s commitment to quality operations and accountability in the emerging addressable TV advertising ecosystem. Measured over three months, ending on July 31st 2019, the audit covered Finecast’s delivery of addressable TV campaigns across the company’s broad array of content partners.

“Advertisers have long relied on television to build their brands and sell their products, and they need trustworthy partners to help navigate the modern TV environment where linear TV viewing is declining, and viewing is fragmenting across a growing universe of on demand platforms,” said Harry Harcus, UK Managing Director, Finecast. “Given ongoing concerns about the transparency, brand safety and integrity of the digital advertising supply chain, it’s important that advertisers have confidence in TV as it moves into an online environment. This audit reflects Finecast’s commitment to upholding quality addressable TV campaigns for our growing client base

Sam Tomlinson, Partner and leader of PwC’s Media Insight & Assurance team, added: “Finecast’s methodology sets out their process for campaign planning and set up, audience activation, delivery, measurement and reporting of UK addressable TV advertising campaigns across its TV and All Screen products. This process has now been subject to independent audit by us at PwC.  Across all media types, there is an increased demand from advertisers for verified data to justify their marketing spend, to which Finecast has proactively responded.”

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