Adtech company Realytics has partnered with French telecoms company Bouygues Telecom to launch Box Exposition Engagement (BEE), a single source TV measurement solution for ads via set-top boxes.
BEE will allow “deterministic measurement” of exposure across all channels delivered via a set-top box and can compare campaigns delivered within linear TV, addressable TV, and replay IPTV via set-top boxes.
The tool will measure and compare delivered views, reach, and exposure across all delivery channels, which means households exposed to the same ad on multiple channels can be identified so duplication can be avoided when measuring total reach of multichannel TV campaigns.
BEE will also measure incremental web and app traffic, the quality and depth of online engagement resulting from TV campaigns on any channel, which provides “a complete picture” of TV campaign effectiveness.
This solution is also GDPR-compliant as all tracking is based on pseudonymised and encrypted opt-in data.