As addressable advertising becomes more sophisticated, the ability to identify and measure its reach, frequency, and impact becomes increasingly critical. After all, more granular viewer segmentation and advanced audience targeting across both streaming and linear all relies on the same thing—data.
That’s why we’re excited to announce a new partnership and data integration with Blockgraph, a next generation data consortium powered by Comcast, Charter, and ViacomCBS. This move comes on the heels of our acquisition of DRmetrix last month, which extended our ability to track variable messaging and calls to action in creatives. Additionally, the acquisition bolstered our visibility into “cover up” inventory, which is a blind spot for much of the measurement industry and the place where addressable ads are most prevalent in linear today.
See the announcement below for more details on the Blockgraph partnership. If you’re interested in measuring addressable inventory specifically, reach out to us.
iSpot Integrates Blockgraph To Expand Addressable TV Capabilities
Integration Will Fuel Enhanced Impression and Attribution Analysis Across All TV Platforms
Bellevue, WA and New York, NY, –iSpot.tv, the real-time platform for measuring the business and brand impact of cross-platform TV advertising, today announced a partnership with Blockgraph, the technology company making the future of privacy-focused, data-driven TV advertising possible. The deal will augment the data sources iSpot uses for aggregated and de-identified audience measurement and provide the industry with even more granular, real-time TV ad impression verification and reporting.
The partnership allows iSpot to use Blockgraph’s privacy-focused Identity Operating System (IDoS) to tap into the platform’s direct-to-household identity layer, which enables accelerated data connectivity across the fragmented TV landscape. This integration will help iSpot’s roster of brand and network clients more accurately measure and validate impressions derived from addressable campaigns executed or facilitated by MVPDs and associate business outcomes.
Further, the integration will provide the industry with greater visibility into addressable and advanced advertising and the reach and impact those inventories represent in context with national and CTV inventory.
“Blockgraph’s approach to audience data doesn’t just supplement iSpot’s attribution and impression reporting, it will help brands and media companies better understand and utilize addressable TV ad inventory in the context of their holistic TV campaigns,” said Robert Bareuther, SVP of Business Development, iSpot.
The integration comes on the heels of iSpot’s acquisition of DRMetrix, making it the only company capable of accurately measuring cover up inventory, which is used by cable companies to insert advanced ads over network feeds.
“We’re thrilled to be partnering with iSpot to help marketers better incorporate and manage their addressable TV campaigns side by side with their campaigns across other TV platforms,” said Aleck Schleider, Chief Revenue Officer, Blockgraph. “Our direct-to-household connectivity, coupled with our interoperable IDoS, ensures more accurate and flexible analysis that always puts privacy first.”
Blockgraph’s peer-to-peer software was designed to enable brands and media companies to exchange data with trusted partners safely and securely without sharing proprietary information. Brands running TV campaigns across linear, streaming, and other formats can use this data to more effectively reach viewers and measure business outcomes across TV screens.
iSpot.tv is the market leader in real-time cross-platform TV ad measurement and attribution. The company’s always-on platform measures the business impact and brand impact of TV advertising and offers fast, accurate and actionable information that empowers brands to justify and optimize TV and video investments.
iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD and streaming environments. iSpot’s Ace Metrix product measures brand perceptions for TV and video creatives using rapid qualitative panels, and its market-leading attribution solution enables advertisers and TV networks to plan, optimize and transact on business outcomes. iSpot delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for both networks and brands. Founded in Bellevue, Washington in 2013, iSpot has offices in major cities across America.
Blockgraph is a technology company that makes the future of data-driven TV advertising possible. The world’s leading media, technology, and information services companies collaborate with trusted partners using Blockgraph’s Identity Operating System (IDoS) to create and implement privacy-focused targeting and measurement solutions. Blockgraph is owned by Charter Communications Inc., Comcast NBCUniversal, and ViacomCBS Inc. For more information, please visit Blockgraph at www.blockgraph.co.