TVSquared Launches ADVantage XP in UK and Germany

Cross-platform TV ad measurement specialist TVSquared has rolled out its fully automated cookie-less solution Advantage XP in the UK and Germany.

The ADvantage analytics platform enables clients in more than 75 countries to quantify the impact of television slots, tie them to business outcomes, and optimize ad performance across TV 'everywhere'. With direct publisher integrations and smart TV viewing data, TVSquared has amassed a dataset which includes millions of households in the UK and Germany. A tool called ADvantage XP links census-level media exposure data to consumer response in order to measure reach and frequency, reach extension, outcomes and audience segments. The tool's household-graph technology offers household-level analysis for all forms of TV, tracking viewing across all screens - from smart TVs to laptops and mobile devices.

Company President Jo Kinsella (pictured) comments: 'TV is redefining itself in real time, and advertisers need a consistent way to count and ascribe value across platforms. Globally, the adoption of converged TV strategies is at the forefront of marketers' minds, and we are excited to support that momentum with the launch of ADvantage XP in the UK and Germany'.

Web site: www.tvsquared.com .

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