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Verizon Media has inked a partnership with a subsidiary of TV manufacturer Vizio to help marketers promoting connected TV to better establish which ad spend drives viewers to streaming services.
Dubbed TV Tune-In Attribution, the measurement tool allows media buyers using the Verizon Media demand-side platform to attribute TV show tune-ins to ads served on any channel, including mobile, CTV, video, desktop, native and beyond.
The process is enabled through a tie-up with Vizio-owned Inscape, an automated content recognition service that effectively creates watermarks for TV content, which can then help buyers measure the performance of ads.
“We’re doing this with InScape, which has its identifiers, and what we do is match them to our identity graph, which is made up of our own first-party data set of logged-in users,” Iván Markman, chief business officer at Verizon Media, explained to Adweek.