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TEGNA’s ‘Cross-Platform, Closed-Loop Measurement and Attribution Choice’

TEGNA has made a decision on what company to use to power its needs for “cross-platform, closed-loop measurement and attribution.”

That company is TVSquared, from which the broadcast TV station owner aims to achieve incremental reach and web, location and app outcomes for local data-driven linear television and CTV and OTT campaigns.

“TEGNA’s footprint of 64 stations in 51 markets, which serve 48 million TV households monthly, and Premion’s directly-sourced inventory from 125+ branded networks delivering premium CTV and OTT impressions, combined with TVSquared’s ability to process hundreds of millions of impressions monthly, make this one of the largest TV measurement and attribution initiatives for converged TV,” TVSquared claims.

“The TV ecosystem is in the midst of an evolution that demands cross-platform analytics,” said Jessica Daigle, vice president of sales intelligence at TEGNA. “TVSquared is the right partner to prove the value of our media and grow our advertiser’s local businesses.”

TVSquared President Jo Kinsella added, “TEGNA has always been a trailblazer in bringing transparent data and analytics to the TV marketplace. The scale of this cross-platform initiative is a huge signal to the market about the advancements happening to make TV more accountable. We are thrilled to partner with TEGNA and Premion on this game-changing solution and arm its diverse client base with the transparency and intel needed to leverage the power of cross-platform TV advertising.”

Article source: https://www.rbr.com/tegnas-cross-platform-closed-loop-measurement-and-attribution-choice/

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