Gone are the days when TV audiences were tied to a singular viewing format. Today, 32,200 linear channels, 89 streaming platforms and countless connected devices blur the boundaries between linear TV and streaming. While this empowers audiences with more choice, it complicates the measurement landscape for publishers, brands, agencies and advertisers. 

That’s why Inscape is excited to announce we are releasing measurement solutions to help the broader industry overcome the challenges that exist in today’s dynamic and perpetually shifting media landscape.

After all, the obstacles any company that operates in this space are multifold:

• Fragmented viewership: Audiences consume content across multiple platforms and apps, making it harder to track behaviors holistically. 
• Duplication and waste: Ads on linear TV and streaming platforms can lead to duplicated impressions, inflating costs without increasing effectiveness. 
• Lack of transparency: Publishers and advertisers often face "walled gardens" that limit visibility into audience metrics and ad performance. 
• Outdated tools and panels: Legacy measurement solutions struggle to keep pace with modern TV habits, leaving marketers with patchy data and significant blind spots. 

For a near $90 billion dollar industry to keep pace, measurement needs to do more than just track viewership. It needs to be precise, adaptable and built for the way people watch content today. It needs to be efficient, modern and Made To Measure so an entire industry can focus less on the challenges and MORE on the opportunity to reach their best consumer.

With glass-level data from  over 25 million opted-in smart TVs Inscape measurement is able to deliver the highest-fidelity solution in the industry. Our currency-grade insights span linear, streaming and everything in between—giving brands, publishers, and networks a complete, accurate view of TV audiences.

Trusted data coupled with comprehensive insights can benefit all industry operators. Inscape’s second-by-second data captures how, where, and when audiences engage—across all platforms, in real time. This gives clients the ability to: 

• Analyze viewership with deeper precision — understanding the complete viewer journey from the time the smart TV is turned on to the end of the session, enabling clients with an efficient way to deconstruct viewing habits across the TV ecosystem. Doing so enables consumption-informed programming, content and distribution decisions–critical in today’s dynamic market.
• Activate on their best audience with confidence — target the right viewers based on real engagement. Proving reach of ad campaigns over linear, streaming, and all other inputs, enabling optimization of ad spend and enhanced advertising efficacy.
• Measure their impact with accuracy — Glass-level data—both nationally and locally—provides a comprehensive, unified view of your campaign’s reach with insights empowering you to pivot strategy and maximize ad dollars.

It’s clear that using Inscape Measurement helps drive results. We have enabled publishers a better understanding of live sporting event consumption, proving out local media’s impact on driving reach and allowing Digital Out-Of-Home (DOOH) providers to showcase the impact of their media on reach extension. In fact, case studies of our ad performance metrics consistently show impressive numbers, such as a 130% lift in tune-in for campaigns that merge linear and streaming ad strategies*. Meaningful insights like these can lead to better outcomes and, ultimately, drive ROAS.

As the TV ecosystem grows in complexity, comprehensive, accurate and actionable insights are essential. That’s exactly what Inscape delivers—a trusted, single source of truth that provides visibility across both linear and streaming environments. 

At Inscape, we believe your data should work for you—not the other way around. That’s why our measurement is fully customizable. Whether you’re a publisher looking to understand viewer journeys, an advertiser optimizing incremental reach, or a network analyzing content performance, our insights are tailored to your needs.

Because at the end of the day, Inscape is Made to Measure and purpose built to empower smarter TV strategies.

¹ Active over the past 365 days

* Disclaimer: The information and results presented here are not guarantees of the future performance of Inscape or VIZIO Ads and are subject to factors which are beyond their control and may cause actual results to differ from expectations.