• by Karlene Lukovitz  @KLmarketdaily, June 27, 2023

DirecTV Advertising has partnered with independent TV and cross-platform measurement, planning, analytics and attribution firm 605.

Adding 605’s capabilities will provide DirecTV advertisers with more visibility into lower-funnel metrics, including sales lift, website activity, and geolocation visitation, complementing DirecTV’s D2C relationships, first-party data and audience-based media solutions, according to the television provider.

“This partnership will unlock valuable insights and showcase how addressable campaigns can deliver real results for marketers and brands,” stated Amy Leifer, chief advertising sales officer, DirecTV.

605 is one of several advertising tech vendors that have applied for certification as alternate media-buying currencies through the U.S. Joint Industry Committee.