Experian’s data and identity assets will be integrated into TVSquared's ADvantage analytics platform to provide enhanced audience insights for advanced TV campaigns.

Deterministic approaches rely on known facts about consumers to link digital identities for cross-device or platform targeting, as opposed to probabilistic approaches, which use data analysis to associate multiple devices to a specific consumer or household.

With the integration of Experian’s data, TVSquared, which reaches more than 150 million households, further expands its coverage, inclusive of smart TV, set-top box and other ad occurrence and exposure data sources.

Having Experian’s data in ADvantage and ADvantage XP will enable advertisers "to identify not only the audiences reached, but also those most responsive to their campaigns," stated Bob Ivins, Chief Strategy Officer, TVSquared.