• by Wayne Friedman , August 22, 2017

Direct-response market/ad-research company Media Analytics has struck a deal with Vizio’s Inscape connected-TV data platform.

Media Analytics will combine its ad-tracking platform and data cloud with Inscape’s smart TV data to deliver audience viewership, engagement and attribution for direct-response TV advertising cross-platform.

Jeff White, CEO of Media Analytics, stated that the Inscape deal will allow it to determine the true value of each ad unit within every campaign, as well as the value of audience segments across devices.

With the deal, Media Analytics will launch two measurement services -- SMARTview and SMARTlink. They provide data from census-level household viewing of direct-response advertising on TV screens.

Reports says Vizio’s connected TV data is derived from some 8 million to 10 million smart TV sets. Inscape is a major provider of automatic content recognition (ACR) technologies.

New Media Analytics services will also include brand category breakdowns, household reach, audience size and demographics and TV networks, along with engagement metrics.

The data can be segmented by linear, video-on-demand (VOD), subscription-video-on-demand (SVOD) and over-the-top (OTT).