TVSquared, a global player in cross-platform TV ad measurement, has teamed up with Experian, the global information services company, to offer deterministic TV ad measurement to media publishers, agencies and advertisers. TVSquared’s technology will power the combined linear TV ad measurement offering, and Experian’s data and identity assets will be integrated into the ADvantage platform to provide even more robust audience insights for advanced TV campaigns.
“Experian is the gold standard for marketing data that advertisers want to leverage and measure against,” said Bob Ivins, Chief Strategy Officer, TVSquared. “With Experian’s data in ADvantage and ADvantage XP, we’re empowering advertisers to put audiences at the centre of their TV strategies, providing always-on measurement to identify not only the audiences reached, but also those most responsive to their campaigns. These performance insights can be leveraged to maximise targeting and activation.”
“We work with the largest media publishers and advertisers in the US to enable and measure digital, addressable and Connected TV campaigns. Extending our capabilities to measure linear TV ad effectiveness is a natural evolution of our TV services,” said Genevieve Juillard, President of Marketing Services and Data Quality, Experian. “Our collaboration with TVSquared opens the door for us to help advertisers measure all facets of TV campaigns and reach consumers effectively.”