RSMB and Streamhub in Cross-Platform Audience Deal

Audience measurement solutions provider RSMB has announced a partnership with analytics and activation tech company Streamhub, promising a 'unique' service for cross-platform measurement of linear and streamed TV viewing. Both firms are UK-based but Japan will be an initial focus.

Streamhub provides a cross-industry audience analysis platform in Japan, helping the growth of CTV and BVOD in the country. Clients can access multi-source analytics and activation in dashboards combining industry currency data and their own first party CTV/Return path video metrics. RSMB is an independent company jointly owned by Kantar and Havas, and is best known in the UK for its work for currency bodies Barb (TV) and RAJAR (radio), as well as for implementing Comcast/Sky CFlight and the IPA Touchpoints planner.

The firms say new consumer habits in media consumption demand hybrid measurement approaches such as the integration of traditional TV panel data with streaming companies' first party data. The new partnership brings together RSMB's currency grade data modelling capabilities and Streamhub's multi dataset analytics and activation platform.

Initially the partners will focus on the reporting of incremental reach delivered by streaming services over and above that of linear TV, especially in Japan where Streamhub will be representing RSMB's capability - however the firms say 'key modules' will be available in all markets internationally.

RSMB Chief Exec Chris Mundy (pictured) highlights his firm's successful track record in managing data integrations and calculating currency metrics, and comments 'Partnering with Streamhub allows us to operationalise these measurement solutions more quickly, in more markets'. Streamhub CEO Akihiro Tsuchiya adds: 'We are excited to see our audience analytics product move into cross-platform measurement, bringing together our two strengths: managing complex streaming data and handling currency-grade panel data to service both TV and streaming advertising opportunities'.

Web sites: www.rsmb.co.uk and www.streamhub.co.uk .