Conviva recently announced a partnership with Experian to make way for the international expansion of its audience measurement capabilities next year, a Business Wire press release stated.
Conviva is a census platform for streaming media companies. The company garners census-level, demographic data to provide publishers with a better understanding of their audience and marketers' demands. Experian is the largest information services company in the world with 20,000 employees in 44 countries
“With TV evolving and streaming services continuing to become more prominent among consumers, it’s imperative for publishers to help advertisers properly measure the effectiveness of their CTV (Connected TV) campaigns,” Aimee Irwin, senior vice president of strategy and partnerships for Experian Marketing Services, said in a press release. “Our relationship with Conviva creates another pathway for us to provide publishers with advanced metrics and robust demographic data, solving for the ongoing TV measurement challenge.”
Leadership from Conviva also expressed their excitement for the partnership.
“Measuring census-level content and advertising with single sensor provides better context and supports publisher teams working cross-functionally to maximize engagement and revenue,” Keith Zubchevich, CEO of Conviva said in the release. “With Experian data integrated into Conviva’s platform, we are providing publishers with the most detailed, accurate and anonymized first-party data available.”
Conviva analyzes data on a national scale deriving from more than 80 million U.S. households. The information allows marketers to implement strategies designed to increase engagement and their portfolio of acquisitions. A press release claimed the partnership would create the most advanced segmentation data available.
In particular, the press release said Experian had unprecedented demographic data. Demographics in different areas, such as streaming or social videos, can be utilized in concert with each other to create cross promotion opportunities.
Conviva also has partnerships with CCTV, DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia.