ISSUES, TVSquared Partner on Ad Tracking



BELLEVUE, Wash. Two ad-tech data companies, and TVSquared, have joined forces to help brands better understand the return on their ad spend in real time. Tracking creative elements, media schedules, and digital response to television ads, will share its API into TVSquared’s ADvantage platform, which runs spot-by-spot, minute-by-minute analyses to furnish advertisers with campaign performance data. tracks more than 40 metadata points on a wide range of television broadcasts nationwide, estimating expected viewerships, media spend, and CPMs. By integrating with TVSquared, advertisers will be able to connect TV airings to social media and search activity, as well as sales across channels.

“There is no shortage of long-tail studies that vaguely say, ‘Your ad ran, and your sales were lifted as a result,’” says Calum Smeaton, founder and CEO of TVSquared. “But to this point—and thanks to this joint solution—there has never been a faster, more accurate way to measure the ROI of an ad airing on television.”