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Walmart Ad Impact Deal for 605
Television measurement, attribution and analytics company 605 has signed an agreement with retail giant Walmart, to provide ad impact and audience analysis via its PLATF0RM solution.
 The two companies have worked together for a number of years to track and understand the audience and impact of Walmart's linear TV campaigns.
605's services include advertising and content measurement, full-funnel attribution, media planning, optimization and analytical solutions, based on a TV viewing dataset covering more than 21 million households across all 210 US markets and combining set-top box and ACR data. The system provides deterministic audience data activation at the household level, reportable second by second.
PLATF0RM, launched in February this year, allows clients to measure and analyse TV programs and advertisements across linear, over-the-air, DVR and set-top box VOD; and supports planning, posting, measurement and analysis of programming or ads based on demographic, intent, psychographic, purchase or CRM audience segmentation. Earlier this month, 605 announced new data partnerships with Catalina, PlaceIQ and Polk Automotive Solutions by IHS Markit, combining ad exposure and content viewing with consumer behavior and business outcomes on a 'massive scale'.
Kristin Dolan (pictured), CEO and founder of 605, says of the latest deal, 'Walmart is widely recognized for their efforts to attract consumers across all of their brands with a focus on providing value and choice. We are excited to work more closely with their marketing and advertising teams to explore the opportunities of overlaying Walmart's deep understanding of their customers with our deterministic dataset of more than 21 million U.S. households'.
Tom Tang, VP of Marketing Analytics at Walmart, comments: '605 has been an outstanding collaborator with Walmart and their data and analytics solutions have proven very effective at helping achieve new insights and measurement capabilities on our investments in television advertising. We are excited to augment our capabilities with 605 PLATF0RM and begin utilizing their technology'.
Web site: www.605.tv .
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