Daily news from online research no. 33328
TVDataNow Launches CTV Attribution Service
May 26, 2022
Connected Television (CTV) and OTT Ad Measurement Platform TVDataNow has launched a new CTV-centric attribution solution for marketers, publishers and ad technology companies.
The solution promises customers the ability to use “complete” performance information for CTV to optimize channel marketing “like never before”; and to measure and optimize their CTV campaigns on a CPA or ROAS basis similar to that used for other digital campaigns.
TVDataNow was founded in 2020, is headquartered in San Francisco and is backed by private investors, and led by co-founder and CEO John Hamilton, a former LiveRamp and McKinsey executive. The company says the new solution, led by CTO Paul Bergeron (pictured), works only with campaign data captured for each advertiser on the platform, unlike existing CTV metrics which require dataset integration third parties to create a panel or identity graphic. . The new tool uses machine learning to track CTV marketing performance to conversion, giving marketers a complete view of ROI.
“Nielsen and other solutions are not adapting to the new media landscape,” according to Hamilton, “and will continue to lose their influence. They haven’t helped resolve the attribution in CTV, and it doesn’t look like they will. We created the TVDataNow attribution solution to ensure that CTV gets full credit and attribution for the performance it delivers throughout the marketing funnel, from brand awareness to purchase and all rest “.
Website: www.tvdatanow.co .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.