The long-term relationship will offer additional cutting edge, transparent and privacy-compliant campaign measurement and attribution solutions to DIRECTV Advertising customers

DIRECTV Advertising, a pioneer in the converged addressable space, announces a partnership with 605, a global leader in television and cross-platform measurement, planning, analytics and attribution.

By tapping into 605’s sophisticated measurement platform and rich data partnerships, DIRECTV Advertising will continue to build on its legacy of delivering best-in-class audience-based, data-enabled media solutions. Expanding on DIRECTV’s direct-to-consumer relationships and deterministic first-party data, and 605’s industry leading methodology, the companies will provide customers with more visibility on lower funnel metrics including sales lift, website activity, geo-location visitation and more.

“The combination of DIRECTV’s market-leading addressable TV product with 605’s analytical rigor will create a compelling offering for brands who increasingly want meaningful and timely metrics on the performance of their spend,” said Tom Keaveney, President of 605. “We anticipate this will make advanced measurement and attribution accessible to an even greater number of DIRECTV brands.”

“DIRECTV Advertising is always driving new opportunities to provide innovative and differentiated attribution solutions to our customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV. “This partnership will unlock valuable insights and showcase how addressable campaigns can deliver real results for marketers and brands.”