TVSquared sees new Predict attribution tool as ‘first step’ towards programmatic TV

By Barry Flynn, Contributing Editor TVSquared, which claims to have the most accurate TV advertising attribution solution on the market, says its new Predict platform – which allows agencies to forecast what ROI a TV plan will deliver – represents “the first step towards programmatic TV.” ‘Attribution’ in this context means establishing what impact a particular TV campaign or spot is having in terms of actual consumer response – such as website hits, call-centre contacts and online purchases.   This is far from straightforward, says Fiona Smith, Managing Director EMEA and UK at TVSquared, since accurate attribution requires the ‘noise’ from all other marketing and TV advertising activity to be filtered out of the data, a reliable baseline to be established, and the peak caused by the ad to be isolated,…


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