Inscape Takes Aim at the Future of TV Measurement

As audiences — and TV ad budgets — migrate toward digital video and connected TV, the industry’s demand for holistic reporting across platforms is quickly growing. Historically, viewing data has been fragmented and visibility into streaming environments limited, but Inscape is trying to change that with its recently-launched Commercial Feed+. 

This dataset, built on Inscape’s automatic content recognition (ACR) technology, expands TV commercial coverage and visibility across both linear and streaming platforms by incorporating more sources of commercial detections, including as-run logs, ad server integrations and streaming commercial ingestion. The data is also deduplicated, which Inscape says makes it easier for partners to integrate with internal systems and tools. 

“With the explosive growth of CTV, it’s critical that the industry has a complete and efficient way to measure, understand and make decisions around both linear TV and streaming,” said John Batter, CEO of MarketCast. “Being able to leverage Inscape’s Commercial Feed+ solution, which adds streaming sources to an already robust data set, is critical to the MarketCast mission of helping our clients see beyond linear TV in order to measure the impact of advertising effectiveness across CTV streaming services as well.“

An analysis of increased streaming coverage delivered by the Commercial Feed+ found increases in ad impressions and ad hours, and more unique commercials. 

Via Inscape

Inscape says that Commercial Feed+ allows its partners to develop a complete truth set for audience planning and measurement that's easily integrated with first- and third-party data. That means clients can build a unified, cross-media view, generating audience insights faster and better.