Thew new science of TV advertising is all about generating real, measurable business results – not simply getting a message out to viewers.

Over the last year, we have seen several technology companies apply such technology even to linear TV broadcasters, using either automatic content recognition (ACR) that can “listen” to what audiences are really watching or using a traditional panel system.

Now TVSquared is launching a cross-platform, multi-touch attribution system for over-the-top (OTT) connected (TV), and is taking a different approach.

“For the OTT stuff, we wanted to go about it slightly differently,” says Jo Kinsella, TVSquared’s president.

“(Since October), we have added on probably 20 or so publishers. That’s different because we wanted to be able to capture 100% of every impression served on OTT and CTV, rather than just depending on a matched panel, which may be six to eight million. If you’re only capturing OTT … you are probably getting about 1% of the United States. We wanted to be able to tag at the ad server so we see every single impression that gets served.”

TVSquared helps brands learn how TV advertising is driving traffic to their websites.

One of the company’s two main software pieces is ADvantage, a platform providing offering insight in to how each TV impression drives revenue through online, mobile and second screen for advertisers looking for accurate same-day TV attribution.

The company’s Predict tool helps advertisers automate the creation of their buy specifications based on predictive analysis of historical attribution data that is optimized, whether the objective is to generate sales, registrations, web site visits or any other kind of response.

“Because we’ve already tagged the website of the advertiser, we can immediately tie that back to performance and see reach, frequency, performance, and full impression based attribution,” Kinsella adds.

Kinsella will be a speaker at Beet Retreat San Juan 2020, three days of high-level panels, group conversations, one-on-one video interviews, networking events and interactions.