tvScientific also measures and optimizes ad results, specializing in Connected TV performance marketing. Their tech automatically optimizes CTV campaigns by matching ad exposure to website visits. They just raised a $20 million Series A.
Marketing measurement is the topic du jour, Cher Lecteur. We’ll start with marketing analytics giant Kantar, which just bought Copenhagen-based Blackwood Seven. Blackwood provides technology for cookieless ROI measurement and media plan optimization. It’s Kantar’s sixth acquisition since Bain Capital took control in December 2019.
Readers who are deeply engaged with TV measurement may be excited that Xandr used multiple TV currencies in its upfront ad sales. The rest of us will be more interested in this eMarketer study, which offers a good overview of ad measurement in general. It turns out that just 50% of marketers are satisfied with measurement in the best of channels, and video is the least measurable of all.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.