Supplementing its new TV+ cross-media platform efforts, Simulmedia is starting up a program that will make third-party data available to marketers on a guaranteed basis.
The first major data-measurement suppliers under Simulmedia's TV+ Partners Program are iSpot, TVSquared and TransUnion.
Simulmedia clients using these measurement partners' data for its current cross-platform TV+ and connected TV (CTV) campaigns are Experian Boost, Monster, Rover, Palmers, Country Financial and Nordstrom.
Earlier this month, Simulmedia launched the latest version of its cross-linear TV and CTV ad-buying platform, TV+, which can do automated planning, buying, activation and measurement for marketers.
“When we bring in iSpot, or TVSquared and or TransUnion, we are guaranteeing on those [data sets],” says Dave Morgan, founder and chief executive officer, Simulmedia, speaking with Television News Daily.
He adds: “That is what having a partnership program is about, to vet all the pieces up front... It’s not just like someone saying, ‘hey, can I use this?’, and let’s hope this informs the campaign. The whole point of having an automated end-to-end platform is to give certainty to the brand.”
Brands can also bring their own custom data sets to Simulmedia. Morgan says TV+ "anticipated much more robustness and diversity in the future of data targeting, measurement and attribution, adding that it was "purpose-built -- to be an open platform.”
Simulmedia made previous measurement partner deals for data sets from Nielsen, MRI, the U.S. Census and Experian.
Currently, there are more than 110 national advertisers currently using the company's cross-platform TV+ -- a platform that guarantees full audience reach across ad-supported channels on both linear and connected TV.
TVSquared uses its ADvantage XP platform to measure the effectiveness of linear, addressable and CTV advertising -- over 100 million households globally and more than 75 CTV platforms.
TransUnion's TruAudience product reaches TV viewers across over 80 million U.S. households, where clients can leverage third-party data partners, and then model where and when these audiences will be watching or streaming. In addition, it can define incremental CTV-only impressions to expand overall TV reach.
With iSpot, advertisers have the ability to verify ad impressions on a second-by-second basis across linear and streaming, offering marketers with third-party measurement of campaigns across linear and CTV as well as attribution for site visits, sales, subscriptions, downloads and other metrics.