• by Joe Mandese  @mp_joemandese, April 3, 2024

At a time when the U.S. ad industry is debating the role of panels in advertising audience measurement, Netherlands-based Beatgrid has entered the U.S. marketplace with a so-called single-source panel, and this morning announced a deal with dominant programmatic trading platform The Trade Desk (TTD) to use its data to target CTV and digital video advertising campaigns.

Founded in 2014, BeatGrid's service is based on a double opt-in panel of consumers who agree to participate in a panel utilizing their devices to detect ACR (automated content recognition) signals measuring what advertising and content they are exposed to on multiple cross-platform screens, including linear and nonlinear TV, CTV, and even out-of-home locations.

The U.S. panel currently has more than 30,000 individual persons opted in, which Chief Commercial Officer Terrie Brennan -- a long-time Nielsen exec before joining Beatgrid last year -- says is representative of the U.S. population.