The partnership will allow Watchwith to measure ad impressions, viewability and engagement of in-program advertising for its TV network and premium video publisher customers with increasing granularity.

Moat’s measurement capabilities will be extended to in-program advertising for desktop and mobile video apps. Moat will be able to report on aggregate audience time spent with an advertisers message while viewing a video, as well as detailed user engagement and interaction with the in-program creative.

Watchwith has developed a platform that allows programmers to serve ad avails that can be delivered to Internet-connected TVs and mobile devices at pre-set trigger points. The ads can be anything from a poll to an ecommerce event, designed to flow with the content rather than interrupt it.

The company recently announced its ability to deliver in-program advertising within a TV show based on the context and metadata of the program. It aims to deliver ads that don’t burden pre-roll or mid-roll ad loads as well.

This partnership appears to lay the groundwork for a cross-screen/omni-channel advertising approach that will help brand stay relevant and top of mind during TV viewing time.

Watchwith pulled in $5 million in a funding round earlier this year in June and a further $8 million in November.