• by Karlene Lukovitz  @KLmarketdaily, May 21, 2020

Supply-side platform SpotX has added connected TV inventory to its measurement and attribution suite.

The addition expands the platform's audience reach metrics and measurement capabilities across all video platforms, according to the company.

The inventory available through programmatic buys via the SSP now includes Samsung Ads' CTV video inventory. Previously, that inventory could only be purchased through insertion orders. 

SpotX has relationships with 11 measurement and analytics companies, including Comscore, Kantar, Nielsen, STAQ and Tru Optik, as well as NCSolutions (NCS), NinthDecimal, Placed powered by Foursquare, and PlaceIQ,

Measurable KPIs include brand lift, brand recognition, incremental reach and frequency, CTV's impacts on digital actions such as online purchases and website traffic, foot traffic in physical stores and in-store purchases from digital video ads.