Inscape, a provider of currency-grade smart TV data, and Locality, the local US video advertising provider, have jointly announced a partnership that deploys critical insights to help resolve data reporting inefficiencies for advertisers across local broadcast and streaming TV.

Through these combined efforts, Locality and Inscape demonstrate joint effectiveness in measuring and driving unique incremental reach across both local and national linear TV and multiple streaming publishers, resulting in valuable advertising campaign analysis for brands.

Through this collaboration, Locality can leverage Inscape’s commercial exposure data from over 24 million opted-in smart TVs to effectively measure the overall incremental value generated from direct access to premium local inventory across its 150+ streaming publisher partners and 400+ local broadcast stations.

Locality – utilizing Inscape reports that analyze audience ad exposures across linear and streaming in order to gain a deeper understanding of the viewer journey – is helping brands better support cross-platform investments by evaluating their ad campaigns’ incremental reach over linear TV and other streaming platforms. Using this analysis as critical decisioning inputs, brand teams can, for example, validate decisions about national campaign budget reallocation to identify underrepresented markets and drive incrementality.

Better still, this collaboration provides the industry with a tool to leverage actionable data and insights to effectively plan, manage, and measure the overall unique reach and frequency of a local ad campaign, allowing for a better understanding of incrementality and effectiveness between local and national linear TV and streaming platforms.

“Combining our access to premium local video at unduplicated scale with Inscape’s comprehensive local-level viewership data uniquely positions Locality to understand how ad campaigns perform across both linear and streaming distribution,” said Keith Kazerman, President of Streaming at Locality. “This partnership enhances our ability to showcase our unique reach to partners and provide insights into how consumers engage with our local streaming and broadcast inventory in their optimal markets.” Using Inscape’s unified source of data, Locality can perform cross-platform campaign planning at a brand and market level. This crucial input allows marketers to optimize budget allocations consumers continue to lean into the marked growth of CTV.

The partnership has also unlocked efficiencies across platforms measuring scale in local markets, helping solve the local video advertising challenge many marketers have faced since the dawn of streaming. It’s also an example of Inscape’s commitment to invest in the local TV space by way of innovation, such as it did with the launch of its’ Tuner Data solution, which provides OTA viewership data across more than 5,000 local stations.

“The solution this partnership brings to the $87 billion ad industry is access to unified data across locally targeted linear and streaming driving operational and budgetary efficiencies,” said Ken Norcross, VP of Data Licensing and Strategy at VIZIO/Inscape. “Our data is a single-source solution that focuses on the content and the commercials, and the habits and behaviors within the TV viewing experience, cohesively. This partnership with Locality allows us to demonstrate a comprehensive view of how consumers are engaging with TV and create a better experience overall for advertisers.”