This is part 2 of a 4 part series that explores the benefits of iSpot Data Connect, our next-gen identity and big data infrastructure, engineered for smarter measurement. .
When every dollar – and every ad impression – counts, advertisers, media companies, and agencies need precision, clarity, and inclusivity in their data to ensure their media reached the right audiences. Representation matters – precise measurement starts with knowing who’s watching. That’s why the backbone of Data Connect is the new iSpot Universe Spine, which is purpose-built to solve the biggest measurement challenges with flexible, representative, census-level data.
What Is the iSpot Universe Spine?
iSpot Data Connect innovates in bringing our reporting closer to the demographic profiles and viewing behavior of national, regional, and local households and persons populations. We measure viewership among households and persons using the iSpot Universe Spine, a synthetic representation of all US households and the people living within. Every household in the spine is assigned geographic, demographic, and TV-related characteristics that closely mirror the US population in size and distribution.
TV devices from iSpot’s viewing data sources are matched to similar spine household TVs, completing our synthetic census of homes. By assigning geographic, demographic, and behavioral characteristics to each household, the Universe Spine accurately represents the US population far more accurately than other legacy or contemporary solutions.
How Does It Work?
The Universe Spine acts as a foundational layer for big-data mapping and matching, ensuring that each TV ad exposure is captured comprehensively, and cross-screen reach is analyzed with precision. iSpot Data Connect uses identity matching to tie ad exposures to real-world outcomes such as purchases or website visits. The matching is done in a privacy-compliant way, respecting the constraints of a post-cookie world and privacy regulations.
Every household is assigned geographic, demographic, and additional characteristics that mirror the US population in size and distribution. Devices from iSpot’s viewing data sources are matched to devices in unique households, resulting in data representing the demographic profile and viewing of national, regional, and local populations.
Our Universe Spine begins with a foundation of US Census and other governmental data, matched against an expansive ad catalog of over 2.3M ads, and viewing data from a massive footprint of devices. With 83M smart TVs and set-top box viewing data representing 47.8M households, and ad impressions data from 158M streaming and digital devices, we have an industry-leading data set that provides a more complete picture of TV ad exposure, cross-screen reach, and frequency. This data gives partners the data that supports a much more nuanced and precise understanding of how different segments of the population engage with content across platforms.
How It Benefits Advertisers, Media Companies, and Agencies
1. Enhanced Outcomes
The ability to link TV and streaming ad exposures directly to business outcomes like website visits, foot traffic and purchases helps advertisers and agencies gain valuable insights into ROAS and the unique opportunity to optimize campaign performance against tangible metrics.
2. Smarter Cross-Screen Measurement
The comprehensive and representative datasets which fuel Data Connect and feed the Universe Spine give researchers the ability to measure cross-screen reach and frequency with greater precision and confidence, and better understand audience behavior and preferences.
3. Improved Representation of Diverse Audiences
One of the most significant advantages of the iSpotUniverse Spine is its representation of the great diversity of the entire US population. By incorporating data from a complete range of demographics, iSpot ensures that all viewers are counted, providing a more inclusive view of the audience.
To read more about Data Connect and how iSpot is transforming TV ad strategies with modern solutions to big industry problems, download our guide.