Cross-screen and person-based audience measurement and analytics Beatgrid and global advertising technology leader The Trade Desk have revealed a new partnership in Australia at The Future of TV Conference.
The announcement was made by The Trade Desk general manager of Australia New Zealand James Bayes, during his keynote address at The Future of TV event.
The partnership is an industry-first and will allow marketers to make better decisions through unified measurement and insight on campaign delivery across screens.
“The convergence of linear and digital TV has become a complex problem for marketers to solve. With this partnership, The Trade Desk is now able to support clients and brands from planning to activation and now with unrivalled measurement of campaigns,” Bayes says.
“Working with Beatgrid Media, we will streamline a brand’s ability to understand the contribution each video channel is making to overall campaign performance. Holistic cross-channel planning and activation is difficult, but we’re committed to partnering with best-in-market technologies to achieve smarter outcomes for our clients."
Beatgrid Australia general manager Cameron Curtis says the company is excited to launch the partnership with The Trade Desk.
“We believe a trusted single-source cross-media audience measurement is at the top of the agenda for every marketer in this country," Curtis says.
"Our single-source audience measurement verifies which media channels deliver incremental audience reach. This allows media buyers to optimise for advertising buying efficiency and effectiveness like never before.”
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