TV and Digital Attribution ‘Unified’ Via Neustar, iSpot Pact


As of today, there’s a newly combined TV analytics tool designed to provide a comprehensive analysis of omnichannel marketing performance while giving advertisers access to “an enriched identity asset for advanced segmentation, audience planning, and multi-touch attribution.”

It’s thanks to a partnership inked last week between Neustar and real-time TV ad
measurement and attribution operation iSpot.TV.

The pact makes iSpot’s TV ad measurement data available within Neustar’s Identity Management (IDMP), Multi-Touch Attribution (MTA) and Unified Marketing Analytics platforms.

“Enterprise brand marketers are increasingly looking for a holistic approach to marketing planning that encompasses both digital and television,” said Neustar SVP/GM of Marketing Solutions Michael Schoen. “It’s our mission to provide enterprise brand marketers with an integrated understanding of the effects of their digital and television campaigns, using integrated user-level data.”

Sean Muller, iSpot’s founder and CEO added, “The Neustar and iSpot integration now sets the standard for cross-channel MTA. Both companies have measurement, modeling, and data science in their DNA with meaningful penetration amongst Fortune 500 brands. We are excited to join forces to deliver on an integrated digital and television strategy.”