NEW YORK—DirecTV Advertising has announced that it will be working with 605 to provide its customers with better data, measurement and attribution solutions. 

By tapping into 605’s sophisticated measurement platform and rich data partnerships, DirecTV Advertising said it will be able to expand DirecTV’s existing addressable ad data and tools to 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.”

NEW YORK—TV measurement and analytics company 605 is launching its new, next-generation platform for national TV networks, advertisers and agencies, dubbed 605 Platform.

605 Platform is a web-based application that enables advanced measurement and analysis of TV programs and advertisements across linear, over-the-air, DVR and set-top box VOD. The system can combine and match client viewership data across the various datasets, with an “Identity Layer” allowing for users to select, activate and target first- or third-party audience segments or datasets.

The web-based dashboard for the 605 Platform supports planning, posting, measurement and analysis of programming or advertisements based on demographics, intent, psychographic, purchase or CRM audience segmentation. Users can expand viewership periods for coverage of recent viewership or as far back as two years, per 605. An API is also available for integration with in-house and third-party tools.

The 605 Platform can be used on its own or with other measurement tools for better understanding and targeting of specific audiences, the company said.

“We are delivering a currency grade view of the traditional TV ecosystem that makes it actionable in ways that were never before possible,” said Noah Levine, chief revenue office at 605.

605 Platform already has its first pair of customers, as AMC Networks and Discovery have agreed to serve as the first official programming clients.

For more information, visit www.605.tv.