• by Karlene Lukovitz  @KLmarketdaily, June 10, 2021

Tegna has announced that it will use TVSquared for cross-platform, closed-loop measurement and attribution. 

TVSquared will provide attribution for Tegna’s 64 stations in 51 markets, reaching 48 million households monthly, and also for the 125-plus networks sold by Premion, Tegna’s OTT advertising arm. 

The partnership will deliver incremental reach and web, location and app outcomes for local data-driven linear television and CTV and OTT campaigns, providing advanced, always-on, cross-platform analytics, according to the companies.    

“The TV ecosystem is in the midst of an evolution that demands cross-platform analytics,” said Tegna’s Vice President, Sales Intelligence Jessica Daigle.