TVSquared this week partnered with TiVo to incorporate deterministic attribution into ADvantage Analytics Platform. TiVo’s deterministic TV viewership segments are now integrated in ADvantage, allowing TVSquared customers to tie TV-driven response and conversions to the household level.
TVSquared ADvantage measures the immediate and longer-term impact of TV spots, quantifying response by day, daypart, program, network, genre, creative, audience segment and now, households. Advertisers can attribute a TV-driven response down to the household level, and analyze engagement at the DMA and zone levels.
Advertisers get an additional layer of information about response patterns and the linear and DVR viewing habits of their target audiences. With those insights, advertisers can continually optimize spend, realize optimal reach and frequency, and retarget digital ads for more effective, cohesive media experiences.