605 becomes first to provide attribution to canoe-activated addressable campaigns with AMC
NEW YORK–(COMMERCIAL THREAD) – 605, a leading television and cross-platform measurement, analysis and attribution companies, today announced that it is the first to provide attribution services to all television networks , advertisers and programmers participating in the Canoe Addressable activation initiative. Using the 605 services, which will eventually include the 605 IMP4CT attribution product, participants can analyze the effectiveness of their addressable TV advertising campaigns and effectively measure their influence on consumer behavior and sales conduct.
This industry initiative enables programmers with addressable capabilities on their national linear inventory to combine the best of television with more advanced targeting and measurement capabilities to help drive performance results for advertisers and agencies. Networks now have an unprecedented opportunity to plan and activate addressable campaigns – nationwide, through a single partner like Canoe.
Beyond providing attribution services to attendees, 605 can combine advertising exposure from Canoe-enabled addressable campaigns with different delivery modalities, including digital, linear and data-driven linear, to provide unified cross-platform information. . Additionally, 605’s ability to strategically target key and granular audiences can deliver additional value and more efficient use of resources across the industry.
“The neutral status of 605 and its superior attribution methodology and tools make it a natural fit to begin studying the impact of addressable campaigns in a scientific and privacy-compliant manner,” said Caroline Horner, chief executive officer. produced at 605. “We are proud to accept that. opportunity, and even more proud to be the first to help programmers in this critical award component of this canoe initiative.”
The first company to leverage 605 attribution tools in Canoe-enabled addressable campaigns will be AMC Networks.
“At AMC, we look forward to this development and are once again leveraging the data and measurement capabilities of 605,” said Kim Kelleher, president of business revenue and partnerships, AMC Networks. “We are confident in our previous work with 605 that the company’s research methodology and commitment to data privacy will yield accurate and actionable insights. ”
605 is an independent television measurement and analytics company providing solutions for advertising and content measurement, full funnel attribution, media planning, optimization and analytics in addition to our suite of deterministic television audience data covering more than 22 million households in 210 U.S. markets. The 605 Multi-Source Audience Dataset provides whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its multi-source audience data set supports the activation of 100% deterministic audience data at the household level while being reportable second by second with national and local projection methodologies. of monetary quality, all with respect for confidentiality.
605 is an industry leader in data visualization advertising technology and its expertise in methodology and protocol development, system performance, and customer support. An independent audit and review by KPMG LLP revealed that 605 have achieved Service Organization Control 3 (“SOC 3”) compliance with its Audience App product, designed for Charter Communications.