How iSpot uses technology-driven ad analytics to challenge the TV industry’s tough Nielsen

iSpot tech chief Anthony Skinner speaks about the company’s analysis of television advertising from the Seattle area at a recent NBCUniversal developers conference. (Screenshot via NBCUniversal video)

Most online publishers and advertisers are used to real-time analytics, the ability to see how many people are viewing a website or app at any given time, where they’re from, generally who they are and what they’re doing in the place.

But that concept was a novelty in TV advertising before a startup called hit the market in 2012. Based in Bellevue, Washington, the company took the turnaround time for television ad data from weeks and days to hours and minutes.

A decade later, iSpot is a key partner and resource for major media platforms and advertisers. With over 300 employees, the company has grown organically and through acquisitions it is increasingly becoming an alternative to the industry-leading Nielsen audience measurement standard.

Meanwhile, Nielsen is acquired by a private equity firm for $16 billion.

Reflecting the shift, NBCUniversal announced a multi-year agreement with iSpot to provide real-time audience measurement across platforms, beginning with the 2022 Winter Olympics and Super Bowl LVI, and most recently for NBCUniversal’s “upfront” negotiations with advertisers for the 2022-year period. 23 television season.

The upfront news was announced iSpot tech chief Anthony Skinner during an NBCUniversal developer conference on the Saturday Night Live stage in March. Skinner joins us in this episode of the GeekWire Podcast to talk about the underlying changes in the way we all watch TV and consume content, and how analytics have evolved along the way.

The company is a finalist in the Next Tech Titan category in the GeekWire Awards 2022, and Skinner was featured in a 2019 GeekWire Geek of the Week profile.

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