Home Newswire Cross-channel measurement and ID resolution “becomes a reality” thanks to TVSquared and...

Cross-channel measurement and ID resolution “becomes a reality” thanks to TVSquared and Blockgraph collaboration

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TVSquared, a global leader in TV measurement and attribution, and Blockgraph, a privacy-focused audience connectivity, collaboration and authentication platform for media companies, have partnered to provide omnichannel TV measurement and audience activation. “The partnership makes cross-channel measurement and identity resolution a reality for advertisers,” the companies declare.

The joint solution enables advertisers to measure reach and frequency across linear, addressable, VOD and digital video – with ‘fast’, ‘trusted’, ‘accurate’ and ‘cost-efficient’ the key adjectives being applied to this activity by the vendors. “It also provides a way to analyse outcomes across aggregated households, in order to identify optimisations to improve performance.”

All of this is accomplished within a privacy-focused architecture that facilitates secure and permissioned direct connections between brands, publishers and their measurement partners without the need for third-party matching providers. At the same time, the partnership also provides sellers with proof that their media can be optimised to reach the right audiences and drive real business outcomes.

Jo Kinsella, President of TVSquared, says: “The only way for advertisers to effectively and efficiently buy on a cross-platform basis is with world-class measurement and audience identity resolution. TVSquared and Blockgraph have the capabilities needed to solve this in a way that meets the privacy, security and data concerns of the new world.”

Jason Manningham, CEO of Blockgraph adds: “TVSquared and Blockgraph are shaping the future of data-driven TV and premium video by providing reliable measurement and insights to the advanced TV and premium video marketplace. This is not a future state; it is happening now.”

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