• by Karlene Lukovitz  @KLmarketdaily, February 2, 2021

TVSquared has launched ADvantage XP, a tier within its ADvantage analytics platform designed to provide automated, scalable, uniform measurement across channels, platforms, devices and identity partners. 

ADvantage XP measures and tracks TV advertising outcomes across linear, addressable and OTT/CTV without using third-party cookies, by linking census-level media exposure data to consumer response to measure reach and frequency, reach extension, outcomes and audience segments.

 The platform provides unduplicated reach, and quantifies reach extension by channel and platform, at the household level, to inform opti MEASU mizations and audience activations, according to TVSquared. 

New options offered include tracking and analyzing performance of ads served across linear and digital channels, including programmatic and traditional inventory; measuring across publisher platforms to quantify unique reach; and using household graph technology to track and measure viewing across all screens, including smart TVs, laptops and mobile devices.