Engine's EMX Launches CTV Incremental Reach Measure

New York-based ENGINE Media Exchange (EMX) has launched a Connected TV (CTV) 'Incremental Reach Measurement' product, allowing advertisers to assess the impact of their TV media buy.

EMX is the tech and programmatic unit of marketing solutions group Engine, and integrates information from smart TV viewing data specialist Inscape with its own campaign delivery data. With Inscape, EMX has access to consumer opt-in data for more than 15 million VIZIO smart TVs, or about 1/5 of all smart TVs in US households. The product also builds on EMX's CTV inventory footprint across all major networks and channels, with a total of 400 million daily available impressions.

According to EMX, the new reporting system links CTV and linear TV media delivery at the household level, providing de-duplicated incremental household reach for EMX CTV vs client's linear TV delivery. EMX says this offers campaign pacing across linear TV vs CTV investment based on saturation and desired target population reach (light, medium and heavy users), and identifies different data-views by day part, time of day, network (linear TV) and app (CTV).

EMX CEO Michael Zacharski (pictured) says the product 'bridges linear TV and CTV with a common measurement standard and solves a complicated need in the market'. He adds: 'Together with Inscape, we have created a system that enables our clients to get the enhanced CTV and linear TV reporting they need to run more targeted and successful campaigns allowing for true cross channel optimization and improved return on investment for advertisers spending in today's TV landscape'.

Web sites: www.enginegroup.com and www.inscape.tv .