Conviva and Experian to Offer Streaming Segmentation

Streaming media measurement and engagement platform Conviva has teamed up with information services group Experian to provide segmentation data for streaming video publishers and their ecosystem partners.

The deal combines Conviva's first-party, census-level streaming data and Experian's demographic data to help publishers provide advertisers with audience content preferences, viewer behavior patterns, ad exposure and a variety of other data. Experian's marketing data will be integrated into Conviva's newly expanded streaming audience measurement platform, which combines first-party data with a common identity model, Stream ID, linking multiple devices to a single household based on anonymized publisher data for more than 80 million US households.

Marketers using the service will be able to build segments for new or emerging customers, overlay streaming and social video demographics, measure cross-brand household reach to identify areas for cross-promotion and uncover content consumption trends. Aimee Irwin, SVP of Strategy and Partnerships for Experian Marketing Services, comments: 'With TV evolving and streaming services continuing to become more prominent among consumers, it's imperative for publishers to help advertisers properly measure the effectiveness of their CTV campaigns. Our relationship with Conviva creates another pathway for us to provide publishers with advanced metrics and robust demographic data, solving for the ongoing TV measurement challenge'.

According to Conviva CEO Keith Zubchevich (pictured), 'Measuring census-level content and advertising with single sensor provides better context and supports publisher teams working cross-functionally to maximize engagement and revenue'.

The partners' web sites are at www.conviva.com and www.experianplc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.