tvScientific and MetricWorks in CTV Measurement Deal

In the US, connected TV performance ad platform tvScientific has partnered with incrementality measurement specialist MetricWorks, to enable marketers to measure CTV performance in their omnichannel strategies and correct last-touch attribution.

MetricWorks' Polaris proprietary automated MMM (media mix modelling) system, does not require device IDs, migrations or SDKs. Polaris can also be used to measure brand and influencer marketing, and the firm's AI constantly explores potential optimization opportunities, while algorithmically testing new traffic sources.

The partners say marketers will now gain insight into walled gardens with tvScientific's incrementality testing, while measuring the ROAS (return on ad spend) of all online and off-line marketing - including CTV - with Polaris. In addition, through the combination of tvScientific's first- and third-party data and MetricWorks incrementality measurement outputs, performance marketers can compare traffic types of CTV against other channels, using tvScientific's self-serve platform.

Brian Krebs (pictured), CEO and co-founder at MetricWorks, comments: 'Today's digital marketer needs to have a holistic understanding of how each platform is performing in a marketing mix and MetricWorks is tactically engineered for successful daily marketing effectiveness. We've seen CTV significantly undervalued by last touch across our customers, often because the bulk of its impact is felt higher in the funnel. The partnership with tvScientific will enable marketers to apply performance marketing strategies to advanced television and leverage media mix modeling to drive ROI on an undervalued channel'.

Web sites: www.tvscientific.com and www.metric.work .