• by Wayne Friedman , September 20, 2022

TV measurement company iSpot.tv has struck a deal with streaming analytics company Conviva to add TV network streaming data into iSpot's cross-media program and advertising platform -- to help the company pursue its new media “currency” efforts.

The deal, iSpot says, is intended to create a “unified” service that includes second-by-second, onscreen verification for all programming across a TV network's footprint.

iSpot, which has deals with multiple networks in place for currency testing and deployment, says it can now more easily integrate program viewing data for connected TV (CTV), mobile, tablets, and computers across its TV network “currency” partners.

In addition, it will accelerate the time to create and market a “cross-platform program rating” -- which many marketers say is key for a broader, much-needed single-source measurement system.

Emily Wood, vide president of business development at iSpot, says it will also give network partners the ability to authorize their first-party streaming data “for use in our currency products and beyond.”

Since January 2022, iSpot.tv and Conviva have been working to integrate data from Conviva's internet-scale census-level streaming profile for next-day cross-platform ratings for both programming and ads.

A major backer of iSpot.tv, NBCUniversal, believes this to be a good approach.

Kelly Abcarian, executive vice president of measurement and impact for NBCUniversal, said in a release: “iSpot and Conviva's collaboration has shown how to set a new bar for speed, accuracy and completeness.”<