TVSquared yesterday said that it extended the partnership with MediaMath to Europe and Asia. With TVSquared technology, advertisers can leverage real-time analytics to measure and optimize the performance of programmatic video ads served via connected TV (CTV).
According to TVSquared, the time spent with streaming services is up by 23% in the UK and 30% in Germany, and based on MediaMath’s data, CPMs for CTV/OTT dropped over the last two months as viewership on cord-cutter platforms went up.
“Now more than ever before, cost optimization – understanding how every dollar in an ad budget is working – is top of mind for marketers,” said Calum Smeaton, CEO and Founder, TVSquared. “Partnering with MediaMath, which is trailblazing a fully transparent, accountable media supply chain, we are able to provide thousands of advertisers with complete visibility into CTV campaign performance, all at a global scale.”
TVSquared’s analytics platform helps MediaMath advertisers to demonstrate the immediate impact that programmatic CTV campaigns have on brand-specific outcomes, including sales, website visits, and app activity and more. In TVSquared’s analytics platform, advertisers can access reach extension, frequency and recency analytics, and quantify performance by day, daypart, device type, region, creative, program and media service.