• by P.J. Bednarski  @pjbtweet, September 15, 2014

Extreme Reach, which claims it has the world’s largest cross-media video ad delivery network, today introduced a new dashboard solution that allows a user to bridge TV and digital advertising operations and measurement campaigns, as advertisers attempt to blend TV, online and mobile campaigns.

The new convergence tool enables agency TV and digital workflows to team up for greater efficiency and control -- and, Extreme Reach says, reduces workflow steps by half.

An explanatory video on its Web site boasts that the new software puts “every metric that matters together in one platform” where users can measure performance across platforms simultaneously.

The dashboard, with real-time cross-media metrics, enables brands or agencies to activate campaigns with one streamlined process, coordinating the video quality across media and employing measurement to initiate and respond using engagement and audience metrics.