Verance, McDermott Media Group Team on ATSC 3.0 Effort

Collaborate on making vendor’s ‘Aspect’ content measurement solution available to broadcasters

Verance Corp. said it has retained McDermott Media Group, a new firm led by B&C Hall of Famer and former Media General COO Deb McDermott, as part of an effort to help broadcasters move toward the emerging ATSC 3.0 broadcast transmission standard.

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Nil Shah, CEO of Verance, said the plan includes providing broadcasters with access to Aspect, a content and measurement solution that works with legacy ATSC 1.0 and one that has been adopted as part of ATSC 3.0. The ATSC has characterized the Verance watermark as “a foundational component of ATSC 3.0” for measurable, personalized and interactive TV at scale.

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Verance said Aspect delivers first-party audience measurement to multiple devices for use in national and local audience targeting and the ability to augment first-party and third-party data.

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“Deb has amassed a phenomenal track record of innovation and success across broadcasting and digital throughout her career, and we are excited to have her and her great team onboard,” Shah said in a statement. “By tapping into Deb’s exceptional operating expertise, we will pave the way for broadcasters to use Aspect to get the benefits of ATSC 3.0 in today’s ATSC 1.0 environment.”

“For my new company to come out of the gate working hand in hand with the visionary team at Verance has been exhilarating. I find Aspect to be incredibly cutting-edge, providing an attractive, cost-efficient, game-changing technology to improve broadcasters’ sales, measurement and interactive abilities,” McDermott added. “Aspect offers the only pathway for standardized reporting based on its collection of cross-screen, first-party data.”