Alphonso also watches the OTT watchers, in its case through content recognition software embedded in more than 30 million smart TVs, gaming consoles, mobile apps, and other devices. The company builds a database of programs and ads being broadcast on conventional (“linear”) TV and matches it against content viewed on each device. This lets it know who saw what, including which ads. An advanced version measures ad impact by connecting viewing history with online and offline purchase data from IRI, MasterCard, and others. Alphonso just launched a SaaS product that allows real-time analysis of its data.