Programmers participating in the Canoe initiative, a joint venture between Comcast, Charter and Cox, are now able to take advantage of 605’s attribution offerings
605, a leading television and cross-platform measurement, analytics and attribution company, today announced that it is the first to provide attribution services for all TV networks, advertisers and programmers participating in the Canoe Addressable enablement initiative. Using 605 services, which will eventually include attribution product 605 IMP4CT, participants can analyze the effectiveness of their addressable TV advertising campaigns and effectively measure their influence on consumer behavior and driving sales.
This industry initiative enables programmers with addressable capabilities on their national linear inventory to combine the best of TV with more advanced targeting and measurement capabilities to help drive performance results for advertisers and agencies. Networks now have an unprecedented opportunity to plan and activate addressable campaigns – on a national scale, through a single partner like Canoe.
Beyond providing attribution services to participants, 605 can combine ad exposure from Canoe enabled addressable campaigns with different delivery modalities—including digital, linear and data-driven linear—to provide unified cross-platform insights. Additionally, 605’s ability to strategically target key, granular audiences can provide further value and a more effective use of resources industry-wide.
“605’s neutral status and superior attribution methodology and tools make it a natural choice to begin studying the impact of addressable campaigns in a scientific, privacy-compliant manner,” said Caroline Horner, Chief Product Officer at 605. “We are proud to accept this opportunity, and prouder still to be the first to help programmers in this critical attribution component of this Canoe initiative.”
The first company to leverage 605 attribution tools as part of Canoe enabled addressable campaigns will be AMC Networks.
“At AMC, we are looking forward to this development and once again leveraging 605’s data and measurement capabilities,” said Kim Kelleher, President of Commercial Revenue and Partnerships, AMC Networks. “We are confident in our previous work with 605 that the company’s research methodology and commitment to data privacy will produce accurate and actionable insights.”
About 605:
605 is an independent TV measurement and analytics firm that offers advertising and content measurement, full-funnel attribution, media planning, optimization and analytical solutions on top of our deterministic TV viewership dataset covering more than 22 million households across all 210 U.S. markets. 605’s multi-source viewership dataset offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its multi-source viewership dataset supports 100 percent deterministic audience data activation at the household level while being reportable second by second with currency grade national and local projections methodologies, all in a privacy compliant manner.
605 is a leader in the advertising data technology industry with respect to viewing data and its methodology and protocol development, system performance and customer support expertise. An independent audit and review performed by KPMG LLP found that 605 achieved service organization control 3 (“SOC 3”) compliance with its Audience App product, built for Charter Communications.
View source version on businesswire.com: https://www.businesswire.com/news/home/20210707005153/en/
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Desiree Vodounon
dvodounon@sloanepr.com
