Discovery Inc. has confirmed that it is partnering with next-generation television measurement firm 605 “to take full-funnel attribution to census scale for the very first time.”
The companies plan to leverage data aggregated from multiple MVPD and ACR viewership sources, which they say is the largest ever used for a TV attribution study.
Specifically, Discovery plans to offer the new service through its Discovery Engage product, described as “a state-of-the-art data management and analytics platform for targeting, optimization and measurement beyond age and gender to deliver greater effectiveness and impact for clients’ ads.”
Both 605 and Discovery believe that full-funnel attribution at scale is the next step in the evolution of the TV measurement market. “The first companies to partner on this approach at this scale, Discovery and 605 can empower brands to determine campaign effectiveness across the full marketing funnel,” they said in a joint announcement. “This includes information on top-funnel (brand lift), to mid-funnel (engagement), to bottom funnel (sales and return on ad spend).”
The insights drawn from this work, they added, are used to optimize the performance and impact of the client’s ad campaign on a go-forward basis.
“We are excited to work with the 605 team to bring full-funnel attribution to market for our clients. It’s critical to look beyond sales attribution and measure the impact of a campaign across the funnel,” said Discovery Inc. EVP/Digital Sales, Advanced Advertising Keith Kazerman said. “We consider full-funnel attribution a natural extension of Engage’s outcome-based ad optimization services, on an expanded national deterministic scale thanks to our combined footprint with 605’s multi-source viewership dataset. Together with 605, our team can put these insights into action, both in service to our customers and to advance the industry standard of outcome-based optimization.”
605’s multi-source viewership data and analytics offer whole-home TV viewing visibility, combining the best attributes of both set-top-box and ACR data.
“By tapping into 605’s full-funnel attribution offering and unique ability to deterministically combine multiple MVPD and ACR datasets with a national projection methodology, Discovery will be able to target audiences who are most responsive to the TV campaigns and improve campaigns on an ongoing basis,” the companies said.