• by Wayne Friedman , January 29, 2018

Looking to glean ever more valuable connected TV data, mar-tech company 4C Insights says it has completed a data integration deal with Inscape, TV set maker Vizio’s data company.

Vizio’s Inscape has access to some 7.7 million TV sets and devices, which have “automated content recognition” technology offering smart TV viewership data across program and advertising content.

Inscape claims to be the largest single source of opt-in TV viewing data available to license in the United States.

For its SaaS (software as a service) platform, 4C now says marketers using Inscape data can target ads on TV or social media to people who have or have not watched particular programs or TV commercials. Or those who don’t watch linear television at all.

Marketers can now reach new audience segments across linear television, over-the-top (OTT) television, social and digital media channels. They can gain intelligence for linear and digital TV planning and buying and reveal creative insights for TV advertising stickiness and TV commercial wear out.

4C owns Teletrax, its TV monitoring network, which detects over 1 million TV ads per day; 1,300 plus U.S. channels, 210 U.S. DMAs and 2,200 plus worldwide TV channels in 76 countries.