Neustar, iSpot.tv team to unify TV and digital attribution
Details
Joseph O'Halloran
| 08 April 2020

In a collaboration that will see the companies integrate their respective technologies to deliver holistic measurement for enterprise B2C brands, iSpot is to make its TV ad measurement data available within Neustar’s Identity Management (IDMP), Multi-Touch Attribution (MTA) and Unified Marketing Analytics platforms.

Together, the partnership will aim to connect all TV ad exposures to sales activities at scale across linear, VOD, and streaming environments. As a result say the companies will be able to provide a granular and complete view of the full customer journey inclusive of linear, addressable, and OTT TV exposure.

The two firms say that the combined solution provides a more comprehensive analysis of omnichannel marketing performance while giving advertisers access to an enriched identity asset for advanced segmentation, audience planning, and multi-touch attribution. They add that the offering will provides brand marketers with greater access, insight, and customisation over their omnichannel marketing strategies inclusive of linear TV.

“Enterprise brand marketers are increasingly looking for a holistic approach to marketing planning that encompasses both digital and television,” explained Neustar senior vice president and general manager of marketing solutions, Michael Schoen. “It’s our mission to provide enterprise brand marketers with an integrated understanding of the effects of their digital and television campaigns, using integrated user-level data.”

“The Neustar and iSpot integration now sets the standard for cross-channel MTA. Both companies have measurement, modelling, and data science in their DNA with meaningful penetration amongst Fortune 500 brands,” added iSpot.tv founder and CEO Sean Muller. “This is a marketer’s holy grail. We are excited to join forces to deliver on an integrated digital and television strategy.”