605 and Conviva in Cross-Media Measurement Deal

US television measurement and analytics company 605 has announced a data and tech collaboration agreement with streaming TV measurement and intelligence platform Conviva, to provide a de-duplicated view of media consumption in US households.

605's multi-source deterministic viewing dataset measures 34 million households across more than 200 US markets, while the Conviva platform processes streaming data events from more than 500 million unique viewers watching 180 billion streams per year. Through the collaboration, 605's linear data and Conviva's digital streaming data pipeline will be combined, to enable measurement of content and advertising across premium video.

The agreement uses Conviva's census-level streaming analytics pipeline, which the firms say standardizes, cleanses and normalizes in real time to deliver contextual data at scale, along with 605's linear and time-shifted data, to create content and ad measurement and attribution outputs for publishers, agencies and brands. Kristin Dolan, CEO of 605, says the collaboration will provide programmers, brands and agencies with 'timely and meaningful metrics', to increase the efficiency and effectiveness of their content and advertising.

Marc Goldstein, Head of Strategic Partnerships at Conviva, adds: 'As a streaming analytics company, we're focused on helping anyone who wants to standardize their data and make it actionable in real time. This agreement with 605 will accelerate cross-platform video measurement initiatives, making available real-time streaming analytics directly to advertising ecosystem measurement and attribution partners'.

Web sites: www.605.tv and www.conviva.com .