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Integration enhances Epsilon’s CTV measurement capabilities, provides advertisers a clearer path to unlocking the true worth of CTV
Epsilon announced today that it is expanding its relationship with iSpot.tv, the real-time TV measurement company, to supercharge Epsilon’s connected TV (CTV) measurement and reporting capabilities available through Epsilon PeopleCloud. The measurement integration allows marketers to assess the incremental reach of their CTV campaigns over linear TV by tapping into Epsilon’s privacy-protected CORE ID now coupled with iSpot’s industry leading Unified Measurement capabilities.
iSpot, which utilizes Epsilon to help inform audience personas and segment-based measurement on its platform, is now the default measurement option for verifying incremental reach campaigns using Epsilon’s CTV platform delivery over linear.
“Crucial to CTV advertising success is a marketer’s ability to reach customers with the right messages—wherever they are—and at the times when they’re most receptive,” said Joe Doran, chief product officer at Epsilon. “Our partnership with iSpot represents Epsilon’s latest step in our unwavering commitment to strengthen and innovate our CTV offering. This integration provides marketers with a clearer path for planning linear and CTV together, reaching new customers, and unlocking the true worth of CTV using our activation platform.”
Epsilon’s CTV offering provides linear and digital advertisers with an easy-to-activate, centralized platform to target, buy, and measure across broadcast-quality streaming and video on demand (VOD) inventory. Powered by CORE ID, Epsilon’s CTV offering enables advertisers to identify customers at the person-level and connect them to brands during moments that matter.
Multiple CPG brands have been running advertising campaigns with Epsilon designed to drive awareness and brand engagement across channels including CTV. Through Epsilon’s integration with iSpot, brands spanning from beauty products to pet food will be able to identify the CTV impressions that were incremental to Linear TV, providing valuable insights to support post-campaign cross channel planning.
“Brands need to have independent, unbiased verification around the audience delivery for ads to invest with confidence,” said Stu Schwartzapfel, SVP of Media Partnerships and Currency at iSpot. “This expanded partnership with Epsilon goes beyond verification that an ad was seen and a tally of reach, it also helps brands understand the net new audiences and frequency of ad exposures that using the Epsilon platform delivers.”
Epsilon’s partnership with iSpot is the latest strategic move in CTV for Publicis Groupe agencies. In January, Publicis Media and NBCUniversal announced that they would be testing a new way to measure video audiences, adding to a short but growing list of advertising and media entities seeking alternatives to Nielsen ratings data.
“With the continued proliferation of smart, connected TVs and devices into homes across the globe, advertisers are turning to Epsilon’s CTV capabilities via Epsilon PeopleCloud to help put their CTV media buys in context of their full media plans and address challenges such as oversaturation and inventory fragmentation,” said Doran. “We work closely with our clients to ensure their messages achieve maximum reach, precise frequency management, and accurate measurement all while serving up better experiences for viewers of CTV ads.”
