Partnership helps marketers that buy media on digital billboards throughout the country to better understand what's driving more downloads of apps.

Commerce Signals estimates 40% of all media spend is wasted, a number that comes from about 60 studies, said Tom Noyes, the company's founder and CEO.

Brands are looking to measure "share of sink" as voice services are used more often in bathrooms. The metric will help brands understand how, when and why consumers use voice assistants.

The integration with more than 60 data providers and marketplaces gives advertisers access to more than 50,000 audience segments to create targeted campaigns for connected TV.

"Clean rooms" have become a way for brands and agencies to use data, and Amazon, Google and Facebook to ensure it's not shared with third parties.