DIRECTV Advertising Expands Its Market-leading Data Capabilities in Forging Partnership With 605

The long-term relationship will offer additional cutting edge, transparent and privacy-compliant campaign measurement and attribution solutions to DIRECTV Advertising customers

NEW YORK--(BUSINESS WIRE)--DIRECTV Advertising, a pioneer in the converged addressable space, announces a partnership with 605, a global leader in television and cross-platform measurement, planning, analytics and attribution.

By tapping into 605’s sophisticated measurement platform and rich data partnerships, DIRECTV Advertising will continue to build on its legacy of delivering best-in-class audience-based, data-enabled media solutions. Expanding on DIRECTV’s direct-to-consumer relationships and deterministic first-party data, and 605’s industry leading methodology, the companies will provide customers with more visibility on lower funnel metrics including sales lift, website activity, geo-location visitation and more.

“The combination of DIRECTV’s market-leading addressable TV product with 605’s analytical rigor will create a compelling offering for brands who increasingly want meaningful and timely metrics on the performance of their spend,” said Tom Keaveney, President of 605. “We anticipate this will make advanced measurement and attribution accessible to an even greater number of DIRECTV brands.”

“DIRECTV Advertising is always driving new opportunities to provide innovative and differentiated attribution solutions to our customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV. “This partnership will unlock valuable insights and showcase how addressable campaigns can deliver real results for marketers and brands.”

About 605

605 is an independent TV measurement and analytics firm that offers advertising and content measurement, attribution, planning, optimization and analytical solutions including a new media trading currency to allow willing buyers and sellers of media to transact. 605’s multi-source deterministic viewership dataset measures 34 million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable second by second with proprietary projection methodologies, all in a privacy compliant manner. To learn more, visit https://605.tv/.

About DIRECTV Advertising

DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.