Discovery Inc. has announced a partnership—a strategic one— with smart TV data company Inscape.
Inscape is owned by smart TV manufacturer Vizio and has access to viewer data from more than 12 million smart TVs situated in the U.S.
Discovery said it will use the largest single source of Automated Content Recognition (ACR) data in the United States to supplement its panel-based Nielsen data across all designated marketing areas.
Using near real-time household viewing data provided by Inscape, Discovery said that it will also gain the ability to better understand the behaviors of its viewing audience across its TV Everywhere (TVE), VOD and linear environments and how exposure to content on one platform may lead to viewing on another.
Integration of Inscape data will also be used to understand how show promos drive tune-in across all viewing environments.
“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 for Discovery, in a statement.