TVSquared, the global provider of TV attribution, has been named as MediaMath´s preferred partner for connected TV (CTV) attribution, the company said.
This partnership enables thousands of advertisers to attribute actions directly to programmatic CTV campaigns delivered across screens — from smart TVs to digital devices.
Through its partnership with TVSquared, MediaMath is providing accountability to targeted TV investments, while also leveraging real-time analytics to track, measure and optimize the performance of programmatic video ads served via CTV. This brings transparency, standard metrics and proof of performance to digital TV.
In the US, video streaming to TVs increased by 85% in the first three weeks of March 2020, creating a massive opportunity for advertisers to reach consumers via highly targeted buys across ad-supported streaming content. Based on MediaMath´s platform data, between February and March, supply increased by 3-5% overall, and CTV grew by 20% due to brands´ and advertisers´ increasing demand for premium CTV inventory.
CTV performance analytics tie TV spots and campaigns directly to business outcomes, tracking brand-specific KPIs, including sales, website visits, app engagement, registrations and more. TVSquared´s always-on platform demonstrates ROI, and delivers reach, frequency and recency analytics along with impressions and responses by geography. Additionally, granular performance insights include viewer response by weekday/ daypart, device type, creative, campaign flight, app, etc.
As part of the global partnership, advertisers running CTV campaigns through MediaMath can access always-on TV attribution and omnichannel reach extension analytics, powered by TVSquared.
TVSquared ADvantage provides always-on performance analytics for all linear and digital TV, including household-level attribution and OTT measurement at scale, across all ad-supported streaming services on any smart TV and connected device.
TVSquared is the largest global enterprise platform for cross-screen, multi-touch attribution across all forms of linear and digital TV content. TVSquared´s always-on analytics platform empowers brands, agencies, networks and publishers to quantify TV´s impact, tie TV to business outcomes and optimize ad performance across TV everywhere. Learn more at www.tvsquared.com.