Discovery has announced a strategic partnership with Inscape, a provider of Smart TV viewing data and a subsidiary of VIZIO, to enhance TV measurement across the media company’s TV footprint in the US Inscape’s next-generation capabilities will add to Discovery’s expanding set of advanced measurement products and tools.

The partnership enables Discovery to utilise screen-verified, opt-in viewing data from more than 12 million Smart TVs in the US for a variety of measurement and campaign optimisation use cases, including enhanced ratings, holistic cross-platform audience insights, and tune-in measurement.

“With new players, new data sets and new companies truly committed to innovating, Discovery believes the time is right to rearchitect media measurement and currency around new players in the industry and unlock value for our partners,” said David Leavy, Chief Corporate Operating Officer, Discovery.  “Inscape is one of the most dynamic companies in the space, and we are excited to be their partner and leverage their real time approach to audience segmentation, viewing measurement, consumer behaviour and more.  The current approach is too inefficient, and we believe with Inscape and all of our efforts across media measurement, we can reimagine how audience measurement is captured and sold across the new products and platforms of the future and create more value overall.

“We’re excited to deepen our relationship with Discovery and look forward to partnering with them on innovations that move their business and the entire industry forward,” said Jodie McAfee, SVP of Sales and Marketing at Inscape.

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