Since it was founded by a team of data scientists in Edinburgh in 2012, TVSquared has ploughed a furrow enabling the measurement of internet TV ads all the way through to customer actions like website visitation and actual purchase.

But now TVSquared wants to broaden the number of platforms it works across.

This week, the company launched ADvantage XP, an outgrowth of its platform that aims to perform the same trick across many types of TV experience.

Cross-platform impressions

In this video interview with Beet.TV, TVSquared’s Jo Kinsella explains what the new product will do.

“The industry needs a currency that accounts for total audience,” Kinsella says. “So we wanted to really take the impression and amplify that and be able to measure it, tie it to outcomes and tie it to audience all from a single platform.

“ADvantage XP is cross-platform measurement and outcomes. It’s tied to anybody’s audience segments.

“It’s an open framework that allows partners to bring in their own segments. We work with various identity partners to make sure that it’s safe and secure. Whether it’s OTT, CTV, BVOD, digital video or addressable, you can measure and tie back to outcomes from one screen.”

Just Do It: TVSquared’s Kinsella Urges Action On TV Attribution

The outcome wave

In the last few years, Kinsella and TVSquared have been strident advocates for a fundamental shift in how and why TV advertising is bought.

They are part of a movement which says TV advertising shouldn’t just be about pouring money into the top of the marketing funnel with the goal of brand-building.

They believe measurement of connected TV ad viewing, threading the needle all the way through to consumer outcomes, can make the performance of TV ads accountable.

In that movement, a number of TV companies are now “guaranteeing” the effectiveness of their inventory.

Measurement at scale

Kinsella suggests TVSquared’s own role in that wave is all about bringing scale. Here is the company’s situation in numbers.

  • Processing about two and a half thousand campaigns a week.
  • A million campaigns have been processed in total.
  • Thousands of advertisers are live on the platform.
  • TVSquared’s CTV household graph spans 80 million US households and 150 million globally.

And TVSquared’s data sets are diverse, encompassing:

  • DSPs
  • SSPs
  • Around 60 publishers to get data on a real-time basis after they install a TVSquared pixel.
  • Vizio
  • MVPD data
  • Brands’ first-party data

Product line-up

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.

By Robert Andrews on @robertandrews