TVSquared adds ‘who’ to its TV performance tracking by partnering with LiveRamp’s IdentityLink

TV and computers

At the beginning of this week, data onboarder LiveRamp announced that its IdentityLink service would tackle a new territory: television.

Now, TV measurement service TVSquared has announced a new partnership with LiveRamp.

For the past six years, TVSquared’s ADvantage platform has tracked the impact of 15- and 30-second advertising in linear broadcast TV on digital behaviors, working with more than 700 brands.

Let’s say Toyota runs a spot in the second ad break on NBC’s series, “This Is Us.” On a minute-by-minute basis, TVSquared is tracking the traffic to Toyota’s digital properties — such as its website, mobile website and app — and it can detect any spikes.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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