Three days ago, on December 12, 2024, TripleLift and iSpot.tv announced an expanded partnership that marks a significant development in Connected TV (CTV) advertising measurement. The collaboration introduces streaming competitive intelligence capabilities to TripleLift's programmatic advertising platform, addressing long-standing measurement challenges in the streaming television landscape.
According to Andrew King, General Manager of CTV at TripleLift, this integration represents the first instance of an advertising exchange providing detailed streaming performance data to its clientele. The partnership aims to address fundamental challenges in measuring advertising effectiveness across the fragmented streaming ecosystem.
The new integration incorporates iSpot's Streaming Competitive Dashboard into TripleLift's platform, providing two key metrics for advertisers. The first metric, Streaming Media Weight, calculates how a brand's advertising presence differs from their industry's average. The second metric, Streaming Share of Voice, measures a brand's exposure within their specific industry vertical.
Stuart Schwartzapfel, Executive Vice President of Media Partnerships at iSpot, highlighted the company's background in advertising detection technology, noting that iSpot deployed one of the first such technologies more than ten years ago. This experience has informed the development of their streaming measurement capabilities.
The technical implementation enables programmatic advertisers to track several critical data points. These include identifying active brands in the CTV space, monitoring specific campaign creative elements, and analyzing distribution across CTV applications. Additionally, the system provides comparative analysis between CTV and linear television media weights.
Historical challenges in streaming measurement stem from market fragmentation and inconsistent measurement methodologies across platforms. iSpot's syndicated streaming solution addresses these issues by incorporating OTT investment activity data from both buy-side and sell-side market participants.
TripleLift processes over 1 trillion monthly ad transactions, facilitating connections between advertisers and publishers across various digital advertising formats. The company maintains operations across major American cities, with its foundation in Bellevue, Washington, dating back to 2012.
iSpot.tv, established in 2012 in Bellevue, Washington, has developed systems for measuring television advertising across multiple formats. Their measurement capabilities encompass linear television, time-shifted viewing, video on demand (VOD), streaming platforms, and out-of-home (OOH) environments. The company has received accreditation from the Media Rating Council (MRC) for National TV Ad Occurrence Reporting and certification from the U.S. Joint Industry Committee as a National Currency provider.
The partnership addresses specific technical requirements of programmatic advertising in the streaming environment. Programmatic buyers can now access detailed performance metrics that were previously unavailable due to technological limitations and lack of standardization across streaming platforms.
This development occurs at a time when streaming platforms continue to capture an increasing share of television viewing time, creating new challenges for advertisers seeking to measure campaign effectiveness. The integration provides programmatic buyers with tools to analyze their advertising investments against industry benchmarks and competitive activity.
The measurement system operates in real-time, providing continuous monitoring of advertising activity across the streaming ecosystem. This capability enables advertisers to make data-driven adjustments to their campaigns based on current market conditions and competitive activities.
Financial terms of the partnership were not disclosed in the announcement. The service is being made available to TripleLift's existing programmatic advertising clients as part of their platform offering.
The implementation of these measurement capabilities represents a technical response to the increasing complexity of advertising in the streaming television environment. As viewing habits continue to shift toward streaming platforms, the ability to measure and compare advertising effectiveness becomes increasingly critical for marketers allocating their media investments.