SANTA MONICA, CALIF. — An advanced data and analytics company focused on the media and entertainment industries with roots near the San Gabriel Freeway — Interstate 605 — has established what it calls “a strategic data partnership” with Charter Communications, the nation’s No. 2 MVPD.
The newly forged agreement with 605 is designed “to fuel the growth of census-based TV measurement and analytics while fully protecting customer privacy.”
To provide further strategic direction, enhance collaboration and drive the growth of the business, Charter gets to appoint two members to the 605 Board of Directors.
Additionally, the deal between Charter and the Dolan Family‘s 605 calls for the MVPD to provide “aggregated and anonymized television platform data” from all of its cable systems.
Charter will not share customers’ personally identifiable data with 605. In turn, 605 will utilize its proprietary data infrastructure and analytics capabilities to enhance advertising and campaign measurement solutions for Spectrum Reach, the advertising sales division of Charter.
“Charter is an important and strategic partner that brings a powerful and significant data set to 605,” said Kristin Dolan, founder and CEO of 605. “Programmers, distributors, advertisers and agencies are moving quickly to embrace audience-based advertising and measurement and we are at the forefront of this trend. We believe our efforts can accelerate the transformation in the advertising industry’s approach to measurement and accountability by moving beyond traditional ratings to include impressions in buying decisions. Given our close and longstanding relationship with their management team, we are pleased to have Charter as our strategic partner at 605.”
David L. Kline, a Charter EVP and President of Spectrum Reach, added, “605’s data and analytics capabilities will revolutionize our approach to advertising sales by improving our ability to provide our clients with solutions to reach the right target audiences and ensure that every dollar invested in advertising with us delivers a real and meaningful return.”
Spectrum Reach in May introduced an innovative new product developed in partnership with 605 for linear media planning and optimization called the AudienceApp. This tool makes it possible for Spectrum Reach customers to identify and target specific audiences on linear television and, in turn, execute more effective campaigns.
Spectrum Reach will launch the product in Austin on Aug. 15 and complete the roll out across the company’s entire footprint by mid-2018.
The initial Board of Directors for 605 will be comprised of James L. Dolan, Executive Chairman of The Madison Square Garden Company; Kristin Dolan; David Kline; and James Blackley, EVP/Engineering & Information Technology at Charter.
Established by Dolan Family Ventures through its acquisition of Analytics Media Group in November 2016, 605 was conceived as a business dedicated to offering unique, independent audience measurement and analytics that optimize programming and marketing initiatives within the media and entertainment industries.