SAN JUAN, PR – 605 is officially entering the measurement market with a new product known as 605 Platform.
What makes 605 Platform unique, according to Chief Revenue Officer Noah Levine, is that it has “100% deterministic data matching rights against 21 million households.”
Levine explains that “deterministic data” is the ability to take a very large data set from, say, a large retailer, which has over one hundred million people in its CRM data set and essentially matching that, on a one-to-one basis, (anonymously and in a privacy-compliant manner of course), through a ‘safe haven’ against 605 Platform’s 21 million households.
605 Platform’s data set makes use of Charter Spectrum set top box data, which Levine says is “the cornerstone of our TV viewership data set.”
605 then takes the Charter Spectrum data, along with set top box data from other MVPDs, and overlays that data with Inscape’s ACR data from VIZIO smart TVs.
“It’s one thing to license a raw data set,” Levine notes. “It’s very different to be able to use it in a way that extracts value out of it.”
Why combine the two data sets? Levine explains it’s a way of ensuring that they can get closer to “whole home TV viewership” which is about 2.8 devices per household and gives 605 “complete national coverage with census style scale” across their 21 million households
“605 Platform is focused on providing the best lens on the traditional TV universe across linear, over the air, DVR, setup box, and video on demand and then wrapping it with a privacy compliant, anonymized identity layer that essentially allows the TV universe to be connected to digital, and to any type of transactional data.”
Levine was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.
