• by Wayne Friedman , October 21, 2019

TV attribution company TVSquared is partnering with TV advertising technology company Ampersand.

The deal will connect TVSquared impression data, in real-time, to consumer behavior from Ampersand -- offering transparency and accountability to TV media spend and giving advertisers campaign performance insights including reach and frequency reporting.

Ampersand has a reach -- through pay TV providers and cable inventory -- of 85 million U.S. households.

Ampersand advertisers can now track TV campaigns with website traffic and sales. With the partnership, marketers can get data for dayparts, networks and creatives tracked in real-time by TVSquared.

Earlier this year, TVSquared made a deal with TiVo for “deterministic” data -- data that can be confirmed as being true, for example, when a consumer makes an online purchase with specific credit card, address, and phone information. Analysts believe this can offer detail TV’s effectiveness at the household level.

TVSquared’s ADvantage platform combines real-time commercial airings, as well as response and audience data, showing advertisers key specifics of commercials in live, linear TV and advanced TV.