TVSquared and Hudson MX have partnered to make automated, performance-based media buying a reality for local TV advertising. Agencies that make buys through the Hudson MX platform will be able to access TVSquared to measure campaign performance, impressions and business outcomes in real time.
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“TVSquared is truly committed to the quest for attribution transparency, and our platform integration transforms this most vital media buying information from being viewed historically to becoming actionable in real time”
Agencies need flexible, actionable tools to adapt and thrive in today’s environment. Shorter media-planning cycles – fueled by a push for greater flexibility, timely measurement and iterative optimization – require a fast, actionable buy process. Through the partnership, advertisers can understand how buys are driving business outcomes and then quickly optimize new or existing TV buys for response, whether it’s online sales, app activity, website traffic or any other conversion KPI that matters the most.
“Our partnership is creating a new currency for local TV. Hudson MX advertisers can now buy based on performance, GRPs or impressions, which offers more flexibility than ever before. This is the future of TV media buying,” said Jo Kinsella, President of TVSquared. “Hudson MX has overhauled old, inefficient buying processes that have defined this space for decades. At TVSquared, we’ve brought the need for real-time proof of performance to the forefront. As two disrupters, we are hyper-focused on moving the industry forward for the benefit of advertisers, and this partnership is doing just that.”
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“TVSquared is truly committed to the quest for attribution transparency, and our platform integration transforms this most vital media buying information from being viewed historically to becoming actionable in real time,” said JT Batson, CEO of Hudson MX. “Our combined capabilities for seamless, digital-like buying with real-time, performance-based measurement empowers brands with unprecedented agility.”
Advertisers that make local TV buys through Hudson MX can access TVSquared’s always-on attribution platform to:
- Quantify the impact of buys on business outcomes, with KPIs customizable per brand
- Understand how buys are working vs. similar advertisers via a performance index
- Generate actionable insights to optimize buys and inform media planning
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