Advanced Television

The Trade Desk and Beatgrid partner on new technology

April 23, 2021

Global advertising technology company, The Trade Desk and Beatgrid, a trusted cross-media audience measurement and analytics company, are collaborating on an exciting new technology that will strengthen measurement intelligence and help brands better understand the impact of their advertising.

The industry-first partnership will provide a number of The Trade Desk’s UK clients with relevant insights derived from Beatgrid’s new advanced mobile Automatic Content Recognition (ACR) panel platform. The unique technology aims to offer advertisers a single source to measure incremental reach across Connected TV (CTV), linear TV and online video.

With CTV redefining the modern living room, growing numbers of marketers are looking to better reach consumers watching TV and video across multiple screens. Beatgrid’s technology will provide crucial insights that will empower advertisers to accurately measure the impact of campaigns.

Oliver Boyd, Director of Data Partnerships EMEA at The Trade Desk, said, “As the way consumers watch and engage with TV evolves, one thing can be certain – CTV is the future of TV advertising and presents a huge opportunity for brands. This collaboration aims to provide our clients with a more sophisticated evaluation of campaigns across all screens, and marks a huge step towards connecting the dots between video mediums to deliver a much-needed holistic picture of campaign performance to marketers and media planners.”

Keith Johnson, GM UK of Beatgrid said, “We are proud to partner with The Trade Desk to trial our new, advanced, cross-media measurement technology. Incremental reach is the top priority for many marketers, so providing a single source insight across channels is a game-changer. We’re thrilled to collaborate with The Trade Desk, as we share the company’s passion for pioneering advanced solutions in video and TV. Our technology allows media buyers to optimise for advertising buying efficiency and effectiveness like never before.”

Beatgrid’s measurement capabilities are also available beyond the UK.

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