605 and Inscape Make the Best Sandwich, According to Ben Tatta of 605

By Charlene Weisler

The data analytics company 605 just announced that its dataset will now include Inscape’s viewing data, expanding 605’s footprint to more than 20 million U.S. homes. Inscape is a wholly-owned subsidiary of VIZIO and a leading provider of automatic content recognition (ACR) technologies and cross-screen metrics. Previously known as Cognitive, VIZIO is the largest single-source of opt-in smart TV viewing data available today.
According to the press release, this arrangement places 605 as one of the few companies in the industry to capture and measure set-top-box data along with other sources of TV viewership data, such as over the air (OTA) and basic over-the-top (OTT) viewing data from Inscape’s more than 10.5 million smart TVs.
Ben Tatta, Co-Founder and President, offered further insights:

Charlene Weisler: What metrics are being used?
Ben Tatta: In addition to household-level impression and engagement metrics 605 maintains a library of over 5,000 household attributes (that are deterministically matched to the viewing data) that provide advertiser and programmer clients an unprecedented level of granularity when measuring and analyzing audiences and campaigns. 605 can also match digital data and 1st party CRM data to provide additional dimension on a cross-screen basis…and among unique customer types/segments. The latter is essential in proving full funnel attribution to clients.

Weisler: How will this partnership change, improve, enhance 605?
Tatta: With the addition of Inscape, 605 will now maintain one of the largest, matchable data-sets in the U.S. By combining set-top box data and ACR data 605 will be in a unique position to measure nearly 100% of viewing in a household regardless of TV manufacturer, pay-TV provider or OTT service for more than 20 million homes nationwide.

Weisler: What are your expectations once this partnership is in place for a few months?
Tatta: ACR data and set-top box data are like peanut butter and jelly. The two datasets complement each other perfectly. Our hope is that in three months we will have the best PBJ sandwiches available anywhere.

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