Compares Consumer Viewing With Planned Ad Buys

Analytics company says it can show advertisers what programs their customers are watching and compare that data to a list of existing media buys.

The new media recommendations product combines’s large-scale ad tracking system with predictive analytics to help make better media buying decisions.

“TV advertisers are almost always wasting resources advertising to audiences that are unlikely to be responsive,” said CEO Sean Muller. “Likewise they are often missing key shows and day parts where their customers and prospects are. This closes the gap and does what measurement is supposed to do, bring greater transparency and empower better decision making.” also measures advertising conversions, showing how many people who are exposed to a message take some sort of action as a result of that exposure.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.