Inscape, the smart TV data company and a subsidiary of VIZIO, and Kinetiq, a leading TV intelligence platform, announced a new partnership that combines Inscape’s glass-level insights from more than 15 million smart TVs with Kinetiq’s real-time program and ad metadata mined from more than 1,400 cable and broadcast networks and stations in all 210 U.S. DMAs. This powerful combination allows marketers to better measure the effectiveness of their TV investment across ads, sponsorships, and earned media.
Kinetiq also provides Inscape an additional library of HD-quality ad creatives with associated metadata, which allows Inscape to identify and verify commercial detections. The collaboration enables new measurement and attribution use cases for Inscape customers, which include global brands, agencies, and marketing technology platform companies.
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“We are excited about the new possibilities created through the powerful combination of Kinetiq and Inscape,” said Greg Hampton, Vice President, Business Development, Inscape. “Inscape data licensees rely on us to provide accurate and timely viewing data. Integrating Kinetiq’s extensive ad library enables us to offer marketers and content owners new options for comprehensive ad detection, while also reducing the need for our clients to have to source and send us ad creatives.”
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In return, Kinetiq gains access to Inscape’s household-level, second-by-second viewing data from 15 million Vizio smart TVs. Combined with Kinetiq’s brand exposure data, Kinetiq customers can view brand exposures for their ads, sponsorships, and earned mentions at the household-level and perform measurement and attribution against sponsorships and earned exposures in new ways.
“This is a true partnership – one that brings substantial value to both companies and to the market. The power of being able to tie exposure data to the individual household opens entirely new ways to measure the impact of a brand’s TV media investment, especially within content,” said Kevin Kohn, CEO, Kinetiq. “This redefines the TV measurement model, giving TV a level of granularity previously reserved for digital marketing, especially in the areas of sponsorship and earned media which to date have been underserved.”
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