• by Karlene Lukovitz  @KLmarketdaily, February 6, 2020

605 has launched a web-based application designed for measurement and analysis of TV programs and ads — including time-shifted viewership — across linear, over-the-air, DVR and set-top-box VOD.

Discovery and AMC Networks will pilot and be the first official programming clients to use the new 605 Platform, which will subsequently be available to the company’s other clients.

The platform allows national TV networks and media planners and buyers to bring their own TV viewership datasets and combine these with 605’s data in a secure, privacy-compliant virtual “clean room,” according to the independent TV measurement and analytics firm.

Capabilities include planning, posting, measurement and analysis of programming or ads based on demographic, intent, psychographic, purchase or CRM audience segmentation, plus analysis of all time-shifted viewership (recent and up to two years back) across live, DVR and set-top box video-on-demand. An API can be used to integrate in-house and third-party tools.

The new platform uses 605’s multi-source TV dataset, comprising  aggregated, privacy-compliant set-top box and smart TV viewership data from more than 21 million U.S. households.

Users can select, activate and target first- or third-party audience segments or datasets by using “identity layers” consisting of “highly specific attributes” for those 21 million households, according to the company.

The platform’s measurement standard can be used alone or alongside other measurement tools, to allow for access to second-by-second viewing information and activation of anonymized data at the household level, without the need for look-alike modeling, 605 reports.

The solution was designed to address “the challenges posed by increased time-shifted viewing of more niche content across a multitude of devices,” said Noah Levine, chief revenue officer at 605. It “not only answers the question of ‘how many people are truly watching TV content across devices and over time,’ but also bridges data-driven linear with addressable and cross-platform insights,” he adds.