ISpot signs Paramount as first user of new TV outcomes measurement platform

ISpot is launching a new cross-platform outcomes measurement platform with Paramount Global as a charter user, bringing both internal measurement partners and the ability to onboard first-party data from advertisers. Data-Driven Marketing Playbook Join us May 22 in NYC to explore how data powers marketing Learn more here ISpot bills its Outcomes at Scale as the industry’s first business outcomes solution that can deliver attribution for video ads persistently at scale, though it’s a market that others, including Comscore, VideoAmp and Nielsen are increasingly plying as well. Advanced audiences and outcomes remain a small fraction of a TV market still traded mainly on age and gender demos, but an area that’s growing quickly alongside a streaming marketplace that leads growth in the industry. Paramount recently reached a deal with TV measurement heavyweight Nielsen, mainly for trading on traditional demographic buys, after a four-month standoff. And it reached a new extended deal for demo and advanced audience measurement earlier this year with VideoAmp, which handled all measurement during Paramount's hiatus with Nielsen. But the outcomes measurement deal with iSpot also puts that company squarely into Paramount’s measurement mix, which also includes Comscore. Media measurement blog Tracking TV, social and digital updates Click here “The ability to deliver automated outcomes seamlessly across platforms is incredibly transformative,” said Travis Scoles, executive VP of advanced advertising at Paramount, in a statement. “While traditional metrics like GRPs remain important, they often serve as proxies for impact. Delivering proof of performance at scale is the roadmap for the future of the industry.” Outcomes at Scale is an extension of outcomes measurement iSpot first launched in 2017, allowing publishers to provide buyers with a nearly immediate view into how verified, on-screen ad impression delivery connects to key performance metrics such as store visits, online activity, ticket purchases and other performance metrics, according to an iSpot statement. The system can work either off of third-party data sets iSpot works with or from advertisers’ own first-party data or custom data feeds, a spokesman said. “It can change the buying process from a conversation about reach to one about impact,” said Stu Schwarzapfel, executive VP of media at iSpot. “Now, instead of waking up and checking how campaigns are pacing for on-target reach, buyers can see how investments are performing as campaigns progress and allocate dollars on what’s working.”

ISpot signs Paramount as first user of new TV outcomes measurement platform

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