Conviva and Experian in Publisher Audience Data Deal

In the US, streaming TV measurement specialist Conviva has partnered with information services giant Experian to provide streaming publishers and their partners with what the company claims is 'the industry's most advanced audience segmentation data'.

Silicon Valley-based Conviva provides insight into the consumer streaming experience across all screens and applications at scale via its Video AI Platform, tracking billions of streams each year. According to the two companies, the combination of Conviva's first-party, 'census-level' streaming data and Experian's demographic data will enable publishers to provide advertisers with detailed audience insights, including audience content preferences, viewer behavior patterns and ad exposures.

The solution is bolstered by the integration of Experian marketing data into Conviva's newly expanded streaming audience measurement platform, which includes Stream ID technology to provide identity solutions. Building on the data set collected by Conviva's patented Stream Sensor technology, Stream ID links multiple devices to a single household based on anonymized publisher data that excludes cookies and device identifiers, and currently analyzes streaming behavior across more than 80 million US households.

Aimee Irwin, SVP of Strategy and Partnerships for Experian Marketing Services, says the relationship creates another 'pathway' to provide publishers with advanced metrics and demographic data. Keith Zubchevich, CEO of Conviva, adds: 'With Experian data integrated into Conviva's platform, we are providing publishers with the most detailed, accurate and anonymized first-party data available'.

Web sites: www.conviva.com and www.experianplc.com .