TVision Launches Tag-Free CTV Ad Measurement Solution

New York-based attention measurement company TVision has launched a CTV ad measurement platform, through which advertisers can measure and optimize campaigns across streaming applications without tags, and also track their competitors' campaigns.

TVision's opt-in panel uses privacy-focused hardware and software for passive monitoring of television viewing behavior and person-level measurement data, reported second-by-second. Patented computer vision algorithms passively measure 'eyes on screen', in order to understand engagement with video content. Last year, the firm launched a solution to capture and measure streaming activity on the same basis.

The new Attention and Engagement measurement platform allows advertisers to allocate, plan and report on their streaming ad campaigns. Without requiring integration or ad tagging, the solution can help understand relative performance of CTV inventory across multiple applications; as well as ad performance with individuals (not households) and at the content and daypart level.

CEO Yan Liu (pictured) comments: 'The market is increasingly interested in allocating budget to CTV advertising, but marketers are challenged with measuring the effectiveness of these ads. New approaches to TV advertising require new approaches to measurement'.

The firm, which also has offices in Boston and Tokyo, is online at www.tvisioninsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.