SAN JUAN, PR — The new opportunity to observe a consumer action and correlate it back to a TV ad view is a big deal.<\/p>\n
But it will count for nothing if it is not underpinned by a solid data foundation.<\/p>\n
So says Noah Levine, chief revenue officer at 605, a company helping advertisers buy smarter using TV data.<\/p>\n
“As an industry, everyone’s aware that … attribution and outcomes are a huge shiny object in the room and there’s an increasing embracing of outcomes across the industry,” Levine says in this Beet.TV interview.<\/p>\n
“Where I think we fall down is there isn’t enough focus on the viewership data that is being used to actually say ‘These households or devices were exposed to this ad’ and then marrying it up in a scalable, accurate, powerful manner to whatever the outcome is you’re trying to measure against.<\/p>\n
“A lot of it is built on a house of cards.<\/p>\n
605 provides aggregate set-top box and automatic content recognition (ACR) from 21 million households. It combines viewing data from<\/p>\n