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State of the Screens

Lotame & Inscape Join Forces to Elevate Ad-Buying, Targeting & Measurement

By January 29, 2018No Comments

Buying video advertising for TV and digital together is about to get a whole lot easier with last week’s announcement between Lotame and Inscape.

This opens up new opportunities such as:
1) Digital data for TV targeting — Think TV ratings based on in-store visits or shopping cart data.

2) TV data for digital targeting — Think digital audiences based on past TV viewership.

Who is Inscape? Inscape offers second-by-second TV viewership data collected from 8m TVs in the U.S. They are owned by Vizio.

How do they collect data? The data is collected through a technology known as Audio Content Recognition (ACR).

Flashback. Attribution Measurement Is The Television Industry’s Latest Weapon

What is ACR? Audio Content Recognition (ACR) is a technology that identifies the content that is playing (TV show, etc.) based on what it hears. It is alternative to collecting viewership through panels (Nielsen, etc.) and/or set-top box data (ComScore, etc.).

Does this mean that my smart TV is listening? Yes, but so is your smartphone, tablet, and Alexa.

Flashback. First Annual TV & Video Advertising Survey

Key findings on use of cross screen data:
1) 71% say TV strategy influences digital strategy
2) 66% leverage digital data for TV buying
3) 61% leverage TV data for digital buying
4) 57% target TV viewers with digital ads

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.