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Paramount Taps iSpot Technology to Measure Consumer Response to Ads
Paramount Global has tapped iSpot for a new measurement tool that analyzes how consumers respond to commercials
The iSpot offering, called “Outcomes at Scale,” gives advertisers access to “conversion-rate tracking that enables them to see which programs, day parts and audience segments generate the best response to ad campaigns.” “Offering attribution at scale doesn’t just speed up the time to critical insight for brands and enable better in-flight optimizations, it can change the buying process from a conversation about reach to one about impact,” says Stu Schwartzapfel, executive vice president of media at iSpot, in a statement. The two companies resolved their differences in February, meaning that Paramount will use Nielsen measures to a solid extend during the coming upfront market, when U.S. TV networks try to sell the bulk of their commercial inventory.
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