605 Partners with Xandr on Advanced Audiences

605, a provider of television and cross-platform measurement, analytics, and attribution, has released Advanced Audiences delivered through 605 EXCHAN6E.

Advanced Audiences will be available to users of Xandr's sell-side and buy-side advanced TV platforms, Monetize TV and Invest TV, to transact on linear campaigns.

Advanced Audiences will allow advertisers to define television audiences with greater precision using first- or third-party data, so sellers can generate optimized proposals across networks, dayparts, and selling titles that are more likely to deliver against target audience and business metrics.

"We announced 605 EXCHAN6E in December 2021 with the intention of bringing features to the market throughout 2022. The launch of Advanced Audiences is a testament to our efforts and marks the first of many industry-leading measurement solutions we have in store," said 605 Founder and CEO Kristin Dolan in a statement. "We are delighted to be working with Xandr to give brands the ability to dynamically create granular audiences and execute buys against these customer segments through 605 EXCHAN6E."

"We are excited to bring 605 EXCHAN6E data to our TV platforms and play a role in advancing audience-based TV advertising," said Jason Burke, vice president of business development at Xandr, in a statement. "The ability to define and connect with the right audience is critical to the advertisers, agencies, and programmers looking to maximize investment outcomes for data-driven linear campaigns."

Advanced Audiences will leverage 605's partnerships with data partners across key advertiser categories, including PlaceIQ, Catalina and Polk. 605 EXCHAN6E will facilitate the creation of Advanced Audiences, measuring the outcome, performance and optimization of campaigns using attribution from a common 605 data spine.

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