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TVSquared and Experian announce partnership

Cross-platform ad measurement firm TVSquared has announced a partnership with information services company Experian.

The partnership will combine TVSquared’s linear TV ad measurement offering with Experian’s data and identity assets into the ADvantage platform. As a result, the platform promises to provide greater and more robust audience insights for advanced TV campaigns.

TVSquared’s reach spreads across more than 150 million households worldwide. It says that this, combined with Experian’s data and identity assets, delivers the scale to precisely describe audiences and deterministically measure outcomes, which gives advertisers greater insight over their campaigns.

Bob Ivins, chief strategy officer, TVSquared, said: “Experian is the gold standard for marketing data that advertisers want to leverage and measure against. With Experian’s data in ADvantage and ADvantage XP, we’re empowering advertisers to put audiences at the center of their TV strategies, providing always-on measurement to identify not only the audiences reached, but also those most responsive to their campaigns. These performance insights can be leveraged to maximize targeting and activation.”

Genevieve Juillard, president of marketing services and data quality, Experian, said: “We work with the largest media publishers and advertisers in the US to enable and measure digital, addressable and Connected TV campaigns. Extending our capabilities to measure linear TV ad effectiveness is a natural evolution of our TV services. Our collaboration with TVSquared opens the door for us to help advertisers measure all facets of TV campaigns and reach consumers effectively.”