MiQ said it extended its deal to use smart TV viewing data from Vizio’s Inscape unit, which it uses to retarget second-screen ads and buy campaign’s programmatically. By matching viewing data from 12 million smart TV against a data-based of ads, marketers can reach consumers with addressable ads on second-screen devices within seconds of viewing a TV commercial.

“With new players, new data sets and new companies truly committed to innovating, Discovery believes the time is right to rearchitect media measurement and currency around new players in the industry and unlock value for our partners,” said David Leavy, Discovery’s chief corporate operating officer, in a statement. “Inscape is one of the most dynamic companies in the space, and we are excited to be their partner and leverage their real-time approach to audience segmentation, viewing measurement, consumer behavior and more.  The current approach is too inefficient, and we believe with Inscape and all of our efforts across media measurement, we can reimagine how audience measurement is captured and sold across the new products and platforms of the future and create more value overall.”

“Integrating Inscape’s near real-time TV viewing data into Planner helps our clients plan and activate their omni-channel campaigns with smart, data-driven insights,” said Nate Gawel, general manager of data partnerships, The Trade Desk. “This partnership helps us identify opportunities for incremental reach, frequency and GRPs to improve the impact of both linear and digital TV ad buys.”

“Project OAR has made remarkable strides in bringing the industry groups together and readying a solution for today’s environment,” said Verance CEO Nil Shah.

“For the data economy to have less friction, marketers and publishers need to operationalize their data strategies as efficiently as possible, without giving up strategic control,” said Founder and CEO of Narrative Nick Jordan. “By integrating Inscape’s Smart TV data, we are rounding out our full spectrum data marketplace and giving marketers access to more precise data sets.”

Project OAR’s agency advisory committee includes Publicis, Omnicom Media Group, GroupM, IPG’s Magna Global, Dentsu Aegis, Havas and Horizon Media. Founding Project OAR members include Disney Media Networks, Turner, Xandr, Comcast's FreeWheel and NBCUniversal, CBS, Discovery, Hearst Television and AMC Networks, as well as Inscape, a division of Vizio that is developing the technology

“Getting the data from Inscape allowed us to close the loop across every DMA,” said MadHive CEO Adam Helfgott. “Rather than having to guess based on extrapolations from Nielsen and similar measurement data, we can use the ACR data to know exactly what OTT viewers are watching on linear. We can do that because ACR only measures what’s on the glass, so we can get a complete view of everything that the viewer is watching, whether it is OTT, VOD, live, linear or DVR. That’s a huge help for local broadcasters, as it allows them to help their customers plan more effectively.”

Some of the notable executives and content creators who will be participating in the interviews include Jeffrey Katzenberg and Meg Whitman of Quibi, TNT/TBS/truTV president and WarnerMedia Streaming Service chief content officer Kevin Reilly, Shonda Rhimes, Jeff Goldblum, General Mills chief marketing officer Brad Hiranaga, Anheuser-Busch chief marketing officer Marcel Marcondes, and Procter & Gamble chief marketing officer Marc Pritchard.

“In the world of advanced TV — an effective identity solution has to deliver on scale, accuracy and cross-screen capabilities required from these increasingly complex data ecosystems,” said Tim Jenkins, CEO for 4INFO. “By matching 4INFO’s unique identity mapping capabilities with Inscape’s Smart TV data, we are able to provide a holistic view of audience data without compromising consumer privacy.”

“By expanding our viewing data with Inscape, 605 now has a combined set-top-box and ACR-based viewing data set that few can rival.”

Rivals team up on a system for addressable ads on smart TVs. Inscape, a data company owned by Vizio Inc., will develop a watermark to help programmers target ads to smart TVs.

OAR’s enabling technology will be developed by Inscape, the automatic content recognition (ACR) and data-tracking company owned by Vizio — but the group says the technical standards will be fully open and available to all comers. The consortium aims to have a working product to demo this spring 2019 with full deployment targeted for early 2020.

The consortium is based around two principles, said Jodie McAfee, svp of the Vizio-owned Inscape, which is developing the technology for the new standard. One, “a rising tide lifts all boats. We understand that for any addressable product or platform to actually be successful requires scale.”

As part of its pitch on March 13, FreeWheel will announce a deal with Inscape, a subsidiary of Vizio, to utilize data from more than 10 million Vizio smart TVs to better target specific demographic and audience segments in its TV ad deals.

Cuebiq’s integration of Inscape’s automatic content recognition (ACR) viewing data gives the company access to glass-level insights from more than ten million smart TVs.

Location-technology company Foursquare wants to get in on the race to devise a better yardstick to measure the effectiveness of TV commercials. Sandwich-chain Subway has agreed to use Foursquare’s attribution technology that measures how effective TV ads are at driving consumers to stores, restaurants and other retail outlets. Foursquare matches exposure to TV ads measured by a partner, Inscape, to a consumer panel.

“To really be able to help our clients’ plans between channels. we need the full scope in what we’re calling the ‘premium TV landscape,’” John Povey, SVP of marketing and analytics at A4, told AdExchanger. “That’s where folks like Inscape can really come in and help us be able to optimize where the most [viewing] time is being spent. That will ultimately [inform] how we stitch our campaign results back together.”

Inscape's data will be used for ad effectiveness studies designed to help clients understand the extent to which their campaigns met ROI objectives, including purchase- behavior and tune-in.

The collaboration will see omni-channel identity resolution firm LiveRamp’s IdentityLin ID solution integrated with Inscape’s ACR-generated, glass-level insights from nearly nine million smart TVs. This the partners say will bring together the largest independent deterministic identity graph in the US market from LiveRamp with the largest single source of opt-in smart TV viewing data from Inscape, allowing platform partners and marketers to match online and offline data to smart TV viewing data.

Under VideoAmp’s alliance with Inscape, a wholly owned subsidiary of Vizio, VideoAmp will gain access to data on anonymized television viewing behavior spanning some 9 million Vizio smart TVs in the U.S.

The television industry is changing into something nobody could have recognized even five years ago. OTT, cross-platform, new metrics, big data, digital disruption and economic challenges are the buzzwords as industry visionaries remake the way content is developed and delivered. Who’s driving the change? A special group of creative, imaginative, tech-savvy, visionaries with new perspectives who see endless opportunity in the industry and its future. 

Congratulations, Zeev!

The "ITV All-Star" awards (i.e. an individual who has a long-term track record of leadership in the interactive television industry, and who is an appropriate candidate for membership in an ITV Hall of Fame) went to Zeev Neumeier of Inscape and Sherry Brennan of Fox Networks, presented at TVOT SF.

To power its offering, Placed is licensing viewership data from Inscape, the data division within smart-TV manufacturer Vizio, which has access to around 8 million opted-in households. It combines that data with TV creative monitoring through a partnership with Kantar.

NBCUniversal is working with iSpot to attribute the success of some ad campaigns to results like web visits and sales. iSpot works with Inscape, a subsidiary of Vizio, to pull anonymous viewing data from the company’s millions of opted-in TV sets in the U.S. Once the campaign runs, iSpot can detect the ad exposures from Vizio TV sets within households and match those households to people who visited the automotive website.

Targeting specific audiences is done through Audience Hub. Multiple data sources are supported, including first-party data and third-party data such as purchase and demographic data, 4C’s Affinities, Teletrax TV monitoring data, Inscape viewership data from 8 million smart TVs and Nielsen viewership from 100K+ People Meters.

"Our collaboration with Inscape adds critical viewing data to inform our customers’ marketing efforts, including how to best reach targets in today's fragmented TV landscape,” said Rex Briggs, founder and CEO of Marketing Evolution. “With the right-time delivery of second-by-second viewership details, this powerful dataset helps our customers gain a significant competitive advantage to optimize marketing campaigns and drive higher ROI."

iSpot.tv built software that catalogs every advertisement that runs on television. A three-year-old partnership with Inscape allows the company to leverage the automated content recognition (ACR) technologies embedded into the television to detect and track every ad in the catalog.

As a preferred professional services partner, Dativa's consultants, data scientists and data engineers will have deep access to the details and specifics of Inscape data.  This access will enable Dativa to give the best service to Inscape customers and in turn help customers do more with the data they license.

4C’s platform is built for audience targeting and analytics for channels including linear television, over-the-top (OTT) television, social and digital media. With the addition of Inscape data, 4C says marketers will be able to target ads on TV or social media to people who have or haven’t watched particular programs, have or haven’t been exposed to particular TV spots, or those who don’t watch linear television at all.

“Through aiTV, the industry’s first true turnkey DMP for TV, we help TV marketers dig deeper, delivering better targeting for buys using granular data, like purchase intent and life stage. Of course, it’s also not enough to just target audiences more effectively on TV.,” Pollack sald. “Brands need to keep the conversation going with customers wherever they are, building relationships regardless of the channel or device. By making Inscape’s data available for digital activation, as well, we have built a full-funnel solution that brings real value to advertisers, brands and agencies.”

Data Plus Math will use Inscape data as a source of granular TV viewership data for a “multi-touch attribution platform” to understand and attribute the purchasing gains that occur from each advertising exposure.

“iSpot is doing at scale what so many others are trying to do on an ad-hoc basis, and the market is rewarding us all for it ... [Its] use of our glass-level, granular TV viewing data demonstrates how smart TV viewing data can and will power the next generation of measurement,” says Inscape SVP of sales and marketing, Jodie McAfee.

Zeev Neumeier, SVP Technology for Inscape, is the kind of guy who won’t back away from a challenge just because, “It’s always been done that way.” 

These broadcasters gain the ability to understand on a second-by-second basis what viewers are watching and for how long. As Jodie McAfee, Inscape’s SVP of Sales and Marketing explained to me, this means local broadcasters can make more informed programming decisions. For example if a news segment over-performed in the 6pm broadcast, it might be positioned more prominently in the 10pm broadcast. Stations can see the precise second that viewers tuned out.y.” 

Media Analytics will combine its ad-tracking platform and data cloud with Inscape’s smart TV data to deliver audience viewership, engagement and attribution for direct-response TV advertising cross-platform.