• by Tyler Loechner  @mp_tyler, March 26, 2015

Mediaocean is the latest ad firm to attempt to bring television into the real-time, cross-screen advertising mix.

The large ad management software provider on Thursday announced a partnership with iSpot.tv, an analytics firm that tracks national TV ads and “related digital activity across social, search and video in real-time.” That data will be available via Mediaocean’s platform, Optica.

Mediaocean has also partnered with never.no, a “social TV” and social ad firm, to help its clients create and run TV-focused social media campaigns. According to a Nielsen Neuro lab study, “social TV” conversations -- chiefly on Twitter -- are a strong barometer of general viewing audiences.

“TV ad buyers deserve to know exactly where its ads are running and how they are performing digitally, as the activity happens,”stated Robert Bareuther, VP of business development for iSpot.tv.

The end goal of these partnerships: Syncing digital ads with TV ads in real-time. Although the processes differ, Mediaocean’s vision is similar to what WPP’s Xaxis is doing with Xaxis Sync, a service launched last year.

“When it comes to delivering effective TV ads, optimizing campaigns in a timely and connected manner is key,” stated Mike Palmer, SVP of sales at Optica.

TV -- and the audience data it generates -- has become a larger part of cross-screen advertising efforts of late. Earlier this week, for example, mobile ad exchange Amobee partnered with SonoTrend to integrate real-time TV data into its exchange.