Connected TV (CTV) and OTT ad measurement platform TVDataNow has launched a new CTV-focused attribution solution for marketers, publishers and ad tech companies.
The solution promises clients the ability to use 'complete' performance insights for CTV to optimize channel marketing 'like never before'; and to measure and optimize their CTV campaigns on a CPA or ROAS basis similar to that used for other digital campaigns.
TVDataNow was founded in 2020, is headquartered in San Francisco and backed by private investors, and led by co-founder and CEO John Hamilton, a former LiveRamp and McKinsey executive. The firm says the new solution, headed up by CTO Paul Bergeron (pictured), works solely with campaign data captured for each advertiser on the platform, unlike existing CTV measures which require the integration of third party data sets to build a panel or identity graph. The new tool uses machine learning to track performance from CTV marketing to conversion, giving marketers a full view of ROI.
'Nielsen and other solutions are not adapting to the new media landscape', according to Hamilton, 'and will continue to lose their influence. They have not helped solve attribution in CTV, and it does not look like they will. We created the TVDataNow attribution solution to make sure CTV gets full credit and attribution for the performance it delivers across the marketing funnel from brand awareness to purchase and everything in between'.
Web site: www.tvdatanow.co .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.