TV Pulse can inform multiple use cases, said Tapad CEO and founder Are Traasdahl. If viewers watch an ad on TV, Pulse can connect that exposure back to other devices or to physical store visits. If users have their first ad exposure on a phone or tablet, Tapad claims to be able to see if and when those people tune into a particular TV program down the line.
The data powering Tapad’s TV Pulse comes through a partnership with an unnamed first-party data supplier.
“We are starting to get toward the dream and the goal here, which is to get this complete 360 view on the consumer across all devices,” Traasdahl said.
Tying television to digital is part of the overall march toward omnichannel.
“We want to reach our audiences wherever they are online,” said Mike Haben, manager of programmatic media at Accuen, Omnicom Media Group’s programmatic agency. “The only way we get there is to have a fluid budget, one that is not tethered to any specific screen or device.”
In other TV-related news, advanced TV ad company Allant announced Thursday that it’s going to start incorporating retail purchase data from Nielsen Catalina Solutions into an addressable TV solution with the goal of placing ads into programs or networks based off of a desired audience’s past purchases.