605 Debuts ‘Own Data’ TV Analytics Platform
February 6 2020
US television measurement and analytics company 605 has launched a new platform allowing TV networks, advertisers and agencies to combine its TV viewing data with their own.
New York-based 605 offers advertising and content measurement, full-funnel attribution, media planning, optimization and analytical solutions on top of its TV viewing dataset, which covers more than 21 million US households across all 210 designated market areas (DMAs). This multi-source dataset provides whole-home TV viewing insights, by combining set-top box and ACR data. It also supports deterministic audience data activation at the household level, and is reportable second by second with national and local projections methodologies.
The new 605 PLATF0RM enables clients to measure and analyse TV programs and advertisements across linear, over-the-air, DVR and set-top box VOD; and supports planning, posting, measurement and analysis of programming or ads based on demographic, intent, psychographic, purchase or CRM audience segmentation. Clients of the new platform can select, activate and target first- or third-party audience segments or datasets using what 605 describes as an ‘identity layer’, based on the specific attributes of the 21 million households it measures.
Noah Levine (pictured), Chief Revenue Officer, comments: ‘605 PLATF0RM not only answers the question of ‘how many people are truly watching TV content across devices and over time’, but also bridges data-driven linear with addressable and cross-platform insights. We are delivering a currency grade view of the traditional TV ecosystem that makes it actionable in ways that were never before possible’.
Web site: www.605.tv .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas.
