TV measurement and analytics company 605 announced the launch of 605 PLATF0RM, a next-generation TV measurement and audience analytics solution for national television networks, advertisers and agencies. The web-based application enables advanced measurement and analysis of TV programs and advertisements across linear, over-the-air, DVR and set-top box VOD, capitalizing on 605’s multi-source TV dataset comprised of set-top box and smart TV viewership data covering more than 21 million households in the US that is aggregated, anonymized and privacy compliant. 605’s PLATF0RM datasets can be combined and matched with clients’ viewership data. Using what 605 describes as an Identity Layer (or the highly specific attributes of the 21 million households it measures) 605 PLATF0RM users can select, activate and target first- or third-party audience segments or datasets.
605 is the first to offer the ability to combine TV viewership datasets, allowing customers to “bring your own” viewership data and combine it with 605’s data in a secure, privacy compliant virtual “clean room.” The platform’s web-based dashboard supports planning, posting, measurement and analysis of programming or advertisements based on demographic, intent, psychographic, purchase or CRM audience segmentation. This solution empowers customers to analyze all time-shifted viewership across live, DVR and STB VOD – covering recent viewership or going as far back as two years. Additionally, an API is available for integration with in-house and third-party tools.
“We created a solution that addresses the challenges posed by increased time-shifted viewing of more niche content across a multitude of devices,” said Noah Levine, Chief Revenue Officer at 605. “605 PLATF0RM not only answers the question of ‘how many people are truly watching TV content across devices and over time’ but also bridges data-driven linear with addressable and cross-platform insights. We are delivering a currency grade view of the traditional TV ecosystem that makes it actionable in ways that were never before possible.”