• by Wayne Friedman , March 27, 2025

Cross-platform measurement company iSpot says it has launched the first attribution solution for linear TV/streaming video ad campaigns "at scale" for clients -- a new product that delivers data much faster than existing KPI/business outcome services.

Paramount Global is the first client for iSpot’s "Outcomes at Scale" product.

“While traditional metrics like GRPs [gross rating points] remain important, they often serve as proxies for impact,” says Travis Scoles, executive vice president of advanced advertising at Paramount, in a release. “Delivering proof of performance at scale is the roadmap for the future of the industry.”

The turnaround release time for "Outcomes at Scale" can be determined by the client, with key performance indicator (KPI) data that is refreshed weekly -- compared to taking three to four times as long. KPIs activity is designed to capture entire campaigns across linear and digital platforms.

The measurement company says brands can see conversion-rate tracking -- specifically which programs, dayparts and audience segments generate the best response to ad campaigns.

iSpot says the new product should shift the whole cross-platform media ad campaign conversation to one of “impact” -- not just “reach.”

“Now, instead of waking up and checking how campaigns are pacing for on-target reach,” says Stu Schwartzapfel, executive vice president of media at iSpot, in a statement, “buyers can see how investments are performing as campaigns progress and allocate dollars on what’s working.”