Paramount Offers EDO, Mastercard Data for TV Ad Deals

variety.com:

Brian Steinberg Senior TV Editor Paramount Global said it would bake a new suite of data into all ad deals “at no additional cost” that examines whether a commercial spurred a consumer to take a particular action, a measure known as “attribution” that is gaining new sway on Madison Avenue as marketers struggle to determine the effectiveness of their paid media pitches.

Paramount said it would offer data from both Mastercard and EDO, a start-up founded in part by actor Ed Norton, that will help clients examine “outcomes,” such as a visit to a marketer’s web site or showroom, or a consumer search for a product being advertised.

The company unveils the offer with just days to go before the start of the industry’s annual “upfront” market, when U.S. TV networks try to sell the bulk fo their commercial inventory ahead of their next cycles of programming. “Our goal here is to provide full transparency across outcome metrics not typically associated with premium video so that advertisers can better understand the value of our products,” said John Halley, president of Paramount Advertising, in a statement.

Paramount is the latest media company to spotlight the growing importance of “attribution” to advertisers. A+E Networks in March said it would will analyze attention, recall and search engagement via data from TVision, a company that analyzes how viewers watch TV; Brand Effect; and EDO.