iSpot Launches Outcomes at Scale to Power Rapid Performance Tracking Across TV and Streaming
Paramount the First to Implement Attribution Solution that Empowers Large and Small Brands at Scale
BELLEVUE, WA – March 27, 2025 – iSpot, the cross-platform TV ad measurement company, today announced the launch of the advertising industry’s first business outcome solution able to deliver attribution for video advertising persistently, at scale. The offering will unlock a new level of transparency, speed and performance tracking to the TV and streaming marketplace.
Outcomes at Scale was developed to help the buy and sell side gain rapid insights into performance and share a common metric that proves the value of investment. Paramount, the global media, streaming and entertainment leader — and a longtime customer and product collaborator of iSpot — is the first to invest, embrace and integrate iSpot’s Outcomes at Scale into its ad sales and advanced audience product offering.
“The ability to deliver automated outcomes seamlessly across platforms is incredibly transformative,” says Travis Scoles, EVP of Advanced Advertising at Paramount. “While traditional metrics like GRPs remain important, they often serve as proxies for impact. Delivering proof of performance at scale is the roadmap for the future of the industry.”
Built as an extension of the robust outcome measurement capability pioneered by iSpot in 2017, iSpot’s Outcomes at Scale is a feed that enables publishers to provide advertising customers an almost immediate view into how verified, on-screen ad impression delivery to audiences connects to a brand’s key sales performance metrics such as store visits, online activity, ticket purchases and more.
The solution was designed to reduce the barriers of time and expense for brands that want to obtain attribution and help democratize access to lower-funnel performance metrics for the advertising industry at large.
“Offering attribution at scale doesn’t just speed up the time to critical insight for brands and enable better in-flight optimizations, it can change the buying process from a conversation about reach to one about impact,” says Stu Schwartzapfel, EVP of Media at iSpot. “Now, instead of waking up and checking how campaigns are pacing for on-target reach, buyers can see how investments are performing as campaigns progress and allocate dollars on what’s working.”
Participating brands gain access to conversion-rate tracking that enables them to see which programs, day parts and audience segments generate the best response to ad campaigns in time for publishers to offer flight optimizations to drive better performance and outcomes.
iSpot, which measures ad creative, audience reach and business outcomes together and unifies video advertising investments across platforms, sees the launch of Outcomes at Scale as a way to empower both the buy and sell side data that can be actioned off of and monetized.
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iSpot added:
As performance becomes as important to brands and publishers as reach and frequency, we’re excited to announce Outcomes at Scale–iSpot’s latest innovation that makes rapid attribution and lower-funnel insights broadly accessible. This game-changing solution is designed to speed up performance tracking across TV and streaming, help brands see impact in real time and optimize in-flight campaigns.In short, Outcomes at Scale will allow publishers to provide advertising customers an almost immediate view into how verified, on-screen ad impression delivery to audiences connects to a brand’s key sales performance metrics, from store visits, to online activity to ticket purchases and more.We’re thrilled to announce this news alongside Paramount as the first partner to integrate Outcomes at Scale into its advanced advertising offering. Together, we’re empowering advertisers to move beyond traditional proxies and focus on what truly matters: business outcomes.Check out a video on what iSpot’s EVP of Media Partnerships, Stu Schwartzapfel, had to say about offering attribution at scale and read our full announcement [above].
More from Ad Age:
ISpot signs Paramount as first user of new TV outcomes measurement platform
Paramount buyers can use third-party or their own measures in iSpot platform
ISpot bills its Outcomes at Scale as the industry’s first business outcomes solution that can deliver attribution for video ads persistently at scale.
ISpot is launching a new cross-platform outcomes measurement platform with Paramount Global as a charter user, bringing both internal measurement partners and the ability to onboard first-party data from advertisers.
ISpot bills its Outcomes at Scale as the industry’s first business outcomes solution that can deliver attribution for video ads persistently at scale, though it’s a market that others, including Comscore, VideoAmp and Nielsen are increasingly plying as well. Advanced audiences and outcomes remain a small fraction of a TV market still traded mainly on age and gender demos, but an area that’s growing quickly alongside a streaming marketplace that leads growth in the industry.
Paramount recently reached a deal with TV measurement heavyweight Nielsen, mainly for trading on traditional demographic buys, after a four-month standoff. And it reached a new extended deal for demo and advanced audience measurement earlier this year with VideoAmp, which handled all measurement during Paramount's hiatus with Nielsen. But the outcomes measurement deal with iSpot also puts that company squarely into Paramount’s measurement mix, which also includes Comscore.
“The ability to deliver automated outcomes seamlessly across platforms is incredibly transformative,” said Travis Scoles, executive VP of advanced advertising at Paramount, in a statement. “While traditional metrics like GRPs remain important, they often serve as proxies for impact. Delivering proof of performance at scale is the roadmap for the future of the industry.”
Outcomes at Scale is an extension of outcomes measurement iSpot first launched in 2017, allowing publishers to provide buyers with a nearly immediate view into how verified, on-screen ad impression delivery connects to key performance metrics such as store visits, online activity, ticket purchases and other performance metrics, according to an iSpot statement. The system can work either off of third-party data sets iSpot works with or from advertisers’ own first-party data or custom data feeds, a spokesman said.
“It can change the buying process from a conversation about reach to one about impact,” said Stu Schwarzapfel, executive VP of media at iSpot. “Now, instead of waking up and checking how campaigns are pacing for on-target reach, buyers can see how investments are performing as campaigns progress and allocate dollars on what’s working.”
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