Press ReleaseJuly 1, 2021
Spectrum Reach® Launches Deterministic Cross-Platform TV Attribution With TVSquared and Blockgraph
Solution Provides Spectrum Reach Advertisers With Multiscreen Attribution and Measurement Insights at Scale to Precisely Analyze Linear, Addressable and Streaming TV Campaigns
NEW YORK – Spectrum Reach, the advertising sales business of Charter Communications, Inc. (NASDAQ: CHTR), today introduced a new deterministic, cross-platform attribution solution with Blockgraph and TVSquared, providing its advertisers with aggregated and de-identified insights to effectively analyze addressable, streaming and linear TV campaigns. With transparent insights, reach extension, and audience delivery, advertisers can now attribute TV ad exposure to specific consumer actions on digital devices, conversions and sales.
In partnership with TVSquared and Blockgraph, Spectrum Reach’s first-ever, deterministic multiscreen attribution solution connects TV and streaming TV ad exposures to digital outcomes, such as website traffic, in a privacy-compliant way. This solution enables advertisers with deterministic measurement solutions and media sellers to retain control of their data, securely hosted within their own environment without using a third-party matching partner.
“Advertisers want one-stop, real-time measurement capabilities from their multiscreen TV campaigns, and through our partnership with Blockgraph and TVSquared, we are able to answer that call for our advertisers across linear and connected TV,” said Rob Klippel, Senior Vice President, Advanced Advertising Products and Strategy, Spectrum Reach. “The offering allows us to resolve identity in a privacy-compliant way, giving us the power to truly unify measurement and provide exact actions and insights into digital, linear and streaming TV campaigns.”
Attribution is not always delivered equally, nor at scale. With Blockgraph’s secure peer-to-peer data collaboration platform and TVSquared’s always-on measurement and attribution platform, Spectrum Reach advertisers can now more precisely and consistently evaluate the effectiveness of their cross-platform TV buys in near-real time.
“The ability to combine ad exposure data with consumer outcomes – deterministically and at scale – is an advancement for the TV industry,” said Jo Kinsella, President, TVSquared. “We are excited to be part of this innovation by providing the most precise TV measurement, and we share in the commitment to building brands and connecting them with audiences across all screens and platforms.”
“Accelerating accurate measurement solutions across the convergent TV landscape is essential to the vitality of the industry,” said Jason Manningham, CEO, Blockgraph. “We are thrilled to enable Spectrum Reach and TVSquared to provide deterministic attribution solutions that move the industry forward through our data collaboration platform that enables real-time insights and facilitates the highest levels of data quality, controls, and commitments to user privacy.”
TVSquared is the global leader in cross-platform TV ad measurement, providing thousands of clients across the globe with greater accountability, precision, transparency and scale for linear and OTT/CTV advertising. Blockgraph’s Identity Operating System (IDoS) enables privacy-first, accelerated data collaboration for TV. Data owners and brands leverage Blockgraph’s IDoS when collaborating to achieve greater simplicity, speed, and transparency in order to confidently reach, target, and measure audiences wherever they are.
Charter Communications, Inc. (NASDAQ:CHTR) is a leading broadband connectivity company and cable operator serving more than 31 million customers in 41 states through its Spectrum brand. Over an advanced communications network, the company offers a full range of state-of-the-art residential and business services including Spectrum Internet®, TV, Mobile and Voice.
For small and medium-sized companies, Spectrum Business® delivers the same suite of broadband products and services coupled with special features and applications to enhance productivity, while for larger businesses and government entities, Spectrum Enterprise provides highly customized, fiber-based solutions. Spectrum Reach® delivers tailored advertising and production for the modern media landscape. The company also distributes award-winning news coverage, sports and high-quality original programming to its customers through Spectrum Networks and Spectrum Originals. More information about Charter can be found at corporate.charter.com.
TVSquared is the largest independent global measurement and attribution platform for converged TV. Our infinitely scalable ADvantage platform measures the effectiveness of linear, addressable and OTT/CTV. We power always-on insights for thousands of advertisers across 75+ countries, including reach and frequency, unique reach, outcomes and audience. Integrated across premium publishers, DSPs and identity and audience partners, our platform processes billions of ad impressions, connecting viewership and ad occurrence data at scale. We deliver the richest picture of TV ad measurement and attribution, inclusive of 150M households globally and more than 65 CTV platforms. Trusted by the entire TV ecosystem as the single source of truth, TVSquared measures TV how people watch it – across platforms and screens. For more information, visit www.tvsquared.com.
Blockgraph is a technology company that makes the future of data-driven TV advertising possible. The world’s leading media, technology, and information services companies collaborate with trusted partners using Blockgraph’s Identity Operating System (IDoS) to create and implement privacy-focused targeting and measurement solutions. Blockgraph is owned by Charter Communications Inc., Comcast NBCUniversal, and ViacomCBS Inc. For more information, please visit Blockgraph at www.blockgraph.co.