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Deryck Boulanger, Meta, Outlines Key Requirements for Sophisticated TV Ad Measurement

Meta, the company formerly known as Facebook, is on a mission to create a brand new world — within the metaverse. Based on creative assessment insights, consumers are responding to the first video campaign since the rebrand with a sense of curiosity. So, how will Meta make real-time TV ad decisions and optimizations with messaging that hits the mark and reaches the right audience? 

Meta will continue to leverage sophisticated, full-funnel TV ad measurement. The brand has trusted iSpot TV advertising analytics at every stage — from concept to airing to conversion — and even integrated it within the Neustar platform to understand TV’s impact versus other marketing channels.

Afia Sheikh, Senior Director of Customer Success at iSpot, recently caught up with Deryck Boulanger, Sr Manager, Decision Science at Meta, during the Brave New Worlds event hosted by Neustar to learn how his team incorporates TV ad measurement into their media mix and multi-touch attribution models. Deryck outlined two key ways iSpot helps Meta optimize TV investments with better data and analytics:

  1. Meta seamlessly integrates iSpot TV ad measurement into their MTA and media mix models. The high-quality, structured data from iSpot significantly reduces the effort and time commitment needed to structure and maintain the data set.
  1. Meta relies on the robust, representative panel from iSpot to make fast and accurate decisions . TV ad analytics need to represent the population brands are trying to reach. That’s why Meta trusts the representative panel of 24 million smart TVs and set-top boxes from iSpot.

Watch the informational session with Deryck Boulanger below to learn more about how Meta leverages cutting-edge data and analytics to optimize TV ad investments.

About the Author

Sammi Scharninghausen is a Marketing Manager at She covers brand impact, TV advertising trends and industry events. For questions and inquiries, please contact