Verance, AdBridge Team For Enhanced Addressable TV Data


Verance and Extreme Reach (ER) on Wednesday unveiled plans to jointly bring new, household-level addressable and cross-platform reporting capabilities to market.

The partnership combines Verance’s open standard Aspect watermarking technology with ER’s AdBridge, an asset management platform for TV and Video ad creative.

The partnership will make Verance insights available to AdBridge clients on both the buy and sell side, providing measurement tools that Verance says “enhance advanced advertising opportunities for programmers and advertisers while improving the viewer experience.”

The Aspect platform plays a key role in providing these new addressable insights and reporting capabilities, Verance says.

“This is because Aspect enables video assets to be seamlessly delivered and measured at the household level across all devices and distribution paths — including ATSC 1.0 & 3.0 over-the-air (OTA), cable/satellite (MVPD) and over-the-top (OTT) distribution systems — for both linear and time-shifted viewing scenarios,” it notes. “As a result, Aspect is able to capture census-level audience measurement data and provide new reporting capabilities such as cross-platform, household-level addressable delivery reporting, duration-based reporting and unduplicated reach reporting.”