605 Launches 'Nielsen Alternative' Trading Currency

US television measurement and analytics company 605 has launched a media trading currency it calls 605 EXCHAN6E, which it claims offers an alternative to Nielsen and is designed to underpin advertising transactions between buy and sell side partners.

New York-based 605 offers advertising and content measurement, full-funnel attribution, media planning, optimization and analytical solutions on top of its TV viewing dataset, which collates deterministic data from more than 22 million US households across all 210 designated market areas. The new 605 EXCHAN6E will build on these capabilities provided through the firm's audience measurement platform, which ingests 1.2 billion relevant audience and advertising metrics daily, across thousands of networks and affiliates.

To support the initiative, the company will launch an Open Partner Program, to enable programmers, agencies and advertisers to collaborate with 605 and create a medium of exchange for the trading of advertising. 605 EXCHAN6E will initially be made available to program participants as a 'tracking' currency in 2022.

Company founder Kristin Dolan (pictured) comments: 'The market has moved rapidly over the last three months and has created significant new opportunities for independent and trusted organizations like 605. While we believe there is capacity for multiple currencies in the marketplace, our goal is to be a leading currency through association with premier partners, providing seamless measurement across linear and digital viewing'.

Web site: www.605.tv .