605 – an independent TV measurement and analytics company – and Conviva – a streaming analytics platform – are partnering to improve cross-screen measurement. The collaboration will leverage Conviva’s streaming analytics pipeline and 605’s linear and time shifted data.
Conviva’s census-level, streaming analytics pipeline standardises, cleanses and normalises streaming data in real-time to “deliver accurate and contextual data at scale.” 605 believes that standardising publisher first-party streaming data at scale for its cross-platform measurement reporting, will enable higher levels of analysis and data actionability.
Kristin Dolan, CEO of 605, said: “For too long measurement in the U.S. has been fragmented and incapable of giving either the sell-side or the buy-side a consistent view of ad and content consumption in U.S. households. Through our collaboration with Conviva we will provide programmers, brands and agencies with timely and meaningful metrics to increase the efficiency and effectiveness of their content and advertising.”
Marc Goldstein, Head of Strategic Partnerships at Conviva, commented: “The industry and leading publishers worldwide have come to expect accurate and contextualized streaming data, at Internet scale, from Conviva. As a streaming analytics company, we’re focused on helping anyone who wants to standardize their data and make it actionable in real time. This agreement with 605 will accelerate cross-platform video measurement initiatives, making available real-time streaming analytics directly to advertising ecosystem measurement and attribution partners.”
