Global information services company Neustar has integrated iSpot.tv's ad measurement data in its platforms to enable a full view of customer behavior across linear, addressable, video-on-demand and OTT/CTV TV exposure, according to the companies.
iSpot’s real-time TV ad measurement and attribution data is now part of Neustar’s identity management, multi-touch attribution (MTA) and unified marketing analytics platforms.
The combination connects all digital and linear TV ad exposures to sales activities, at scale.
The inclusion of iSpot ad measurement data in Neustar’s IDMP Data Directory enables privacy-compliant, identity-based intelligence for profiling omnichannel consumers, including purchasing propensity, and building media measurement and attribution models.
iSpot’s catalog of TV ads, which includes automatic content recognition (ACR), has been integrated into Neustar’s MTA and IDMP platform to provide joint customers with a comprehensive cross-platform view of ad exposures.
Brands can use integrated onboarding to use first-party data in iSpot’s TV attribution platform to inform buying decisions, optimizations and return on ad spend (ROAS) analysis.