Most online publishers and advertisers are used to real-time analysis, which can see how many people browse a website or application at any time, where they come from, who they are usually, and what they do on the website.
But before the emergence of a start-up company called ispot, the concept was novel in TV advertising. Television appeared in 2012. The company is headquartered in Bellevue, Washington., The turnaround time of TV advertising data has been shortened from weeks and days to hours and minutes.
Ten years later, ispot became a key partner and resource for major media platforms and advertisers. The company has more than 300 employees and has been growing organically. Through acquisition, it has increasingly become a firm substitute for Nielsen in the industry and a standard to measure the audience.
Meanwhile, Nielsen is being bought by a private equity firm for $16 billion.
To reflect this shift, nbcuniversal announced a multi-year agreement with ispot, starting with the 2022 Winter Olympics and the Super Bowl LVI, and the recent “early stage” negotiations between nbcuniversal and advertisers on the 2022-23 TV season to provide cross platform real-time audience measurement.
The latest news was announced by Anthony Skinner, technical director of ispot, at the NBC global developer conference on the live stage on Saturday night in March. Skinner watched this episode of geekwire podcast with us to discuss the potential changes we have in watching TV and consuming content, and analyze how it has evolved in the process.
The company is the finalist of the next technology giant of the geekwire award in 2022, and Skinner appeared in the introduction of geekwire geek of the week in 2019.
