Data Analytics Company 605, Inscape Strike Smart TV Deal

Dolan Family Ventures’ data analytics company 605 has struck a deal with Vizio’s Inscape for its automatic content recognition technology tied to 10.5 million smart TV sets.

The data company says it is one of the few to measure both set-top-box data and other sources of TV viewership data, over the air and OTT platforms, offering “the industry’s largest matchable television datasets.”

Its U.S. measurement footprint covers more than 20 million households across all 210 designated market areas (DMAs), says 605.

The data company was created by its acquisition of Analytics Media Group in 2016, around the same time Altice NV bought Cablevision Systems Corp. -- controlled by the Dolan family -- in 2016 for $17.7 billion.

Last year, the metrics company started the 605 Impact Index looking at how TV advertising on branding and sales impacts the top and bottom funnel.

The company say the difference between its attribution models and others is that it doesn’t rely solely on sample data, leveraging large matchable TV datasets combined with custom, first-party research.



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