Inscape’s new audience panel

Inscape’s new audience panel

Michael Collette, Tue 16 June 2020

Smart TV data company Inscape is expanding its suite of data offerings through the creation of a National Representative Panel (NRP). The provider of automatic content recognition (ACR) data, which recently surpassed a consumer opt-in footprint of 15 million Smart TVs in the US, says it is continuing to enable new use cases for media companies, agencies and technology platforms reshaping the way TV is bought, sold and measured.

The NRP, developed in partnership with Deductive, provides representative TV viewing data for all US households, demographics and geographies built on Inscape’s base of 15 million ACR-enabled Smart TVs—the largest commercially available data set of its kind. The NRP applies anonymous consumer data from the most reputable sources to make Inscape data representative across a broad set of consumer and household attributes.

Additionally, building on parent company VIZIO’s extensive geographic reach across all US markets, Inscape has extended local affiliate attribution of major broadcast stations to all 210 local markets in the United States. Now, users of Inscape data can report more granularly at the local level and determine the localisation of scheduled content start times for live or time shifted viewings as well as understand which connected devices or apps within the TV were used to play the content allowing for better attribution and measurement.

“We’re extremely confident in the efficacy of our new NRP model and believe that being open about how we’ve constructed it will further drive confidence within the ecosystem both for the value of our new offering as well as the role smart TV data is playing across the industry,” said Zeev Neumeier, President of Inscape. “We’ll be looking to make ongoing extensions and enhancements and continue to invest in making it the gold standard for our licensees and their customers.”

With the surge in TV viewing, Inscape is entering a new phase of its evolution. Its ACR viewing data is now widely adopted by companies invested in new forms of measurement, attribution and cross channel targeting. More than ever before, household-level targeting is an important metric for marketers who want to understand the impact of programming specific to locations and granular audience targets.

“We’re proud to work with Inscape on their currency-class NRP, which leverages our background in TV measurement and combines our advanced data models with the industry’s largest commercially available ACR data set to provide advertisers with granular viewing data on even niche, hard-to-reach targets,” stated Tom Weiss, CTO and Chief Data Scientist, Deductive. “The Inscape NRP addresses one of the toughest challenges in the TV measurement space today—namely, how to create a dataset that is both granular enough to represent viewing in a fragmented TV landscape, and that accurately represents the broad range of demographics and targets that advertisers are interested in. We look forward to sharing our approach with the industry and applying feedback to make it ever better.”

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Deductive is a global consulting firm providing data consulting and engineering services to companies that want to build and implement strategies to put data to work. We work with primary data generators, businesses harvesting their own internal data, data-centric service providers, data brokers, agencies, media buyers and media sellers.


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