TV, cross-platform measurement company 605 is the latest to
offer a “currency” alternative for media deals made between networks-publishers and marketers.
The effort, called 605 Exchange, comes from the company’s existing measurement
tool used by programmers, media agencies and brands.
The 605 Platform takes in over 1.2 billion audience and advertising metrics daily across “thousands of networks and affiliates”
from 22 million U.S. homes from more than 200 U.S. markets.
It hopes to replace Nielsen's dominant TV currency system.
Kristin Dolan, CEO-founder, stated there can be a “capacity
for multiple currencies in the marketplace. We want to provide optionality to programmers and agencies, based upon and reinforced by the rigor and scale of our data, analytics and science-based
processes.”
The company says the 605 Exchange will initially be made available to its Open Partner Program participants as a "tracking" currency in 2022, in time for the TV upfront
advertising market, which starts in May/June.
Dolan reportedly said the company was spurred by Nielsen losing its accreditation from the Media Rating Council, due to undercounting during the
initial wave of the COVID-19 pandemic.
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