Attribution for television advertising is hot right now, and a combination of better measurement tools and a shift to digital viewing is giving brands the ability to better understand the effects of their advertising. Seattle-based iSpot was one of the first companies to launch multi-touch attribution tracking for TV. It can even determine whether the programming being viewed was a linear broadcast, a DVR view, a set-top box VOD view or a digital app view. This gives it an advantage over set-top box data and over self-reported panel-based data sources like Nielsen. (Though to be fair, those companies would point out that smart TV owners, especially smart TV owners who have connected their sets to the internet, are not always a representative sample of the population, as they skew younger, wealthier and more tech savvy.)

Source: Forbes October 30, 2017 19:30 UTC