iSpot.tv has struck a multi-year deal with independent agency Camelot Strategic Marketing & Media to become its preferred video measurement partner for video and TV, the companies announced today. The deal marks a first for iSpot as an agency’s top choice and a step toward iSpot’s goal for greater buy-side adoption.
The measurement market has become increasingly competitive over the past few years. Challengers to Nielsen’s hold on viewership data have become more prominent and there have been greater pushes for adopting metrics ideal for streaming, such as attention and attribution. This shift in practice has caused many on both the sell and buy sides to question how to navigate the fragmented landscape in a cost-efficient way, fighting to avoid juggling numerous partners per platform, per client.
In adopting measurement providers, publishers such as NBCUniversal, Warner Bros. Discovery and Disney have been proactive in selecting preferred partners, as many agencies have tested emerging alternatives. Although some agencies confirmed to Ad Age that they have struck similar preferred partner deals with competitors, and iSpot itself offers its products to agencies, the Camelot partnership marks the first step in iSpot’s ambitions to expand its agency-focused business.