iSpot Adds Captify Search Data to Outcomes Arsenal
‘Captify provides a great option for brands or publishers that want to use search as a response to advertising,’ said iSpot’s Emily Wood
Cross-platform video measurement company iSpot is expanding its ad outcome attribution capabilities with a deal that gives it access to search intelligence from Captify.
The combination of iSpot’s always-on audience measurement and Captify’s proprietary search signals gives brands and networks the ability to connect ad exposure to web activity, foot traffic and sales, the companies said.
iSpot earlier this year launched its Outcomes at Scale product, which provides users with metrics on how ad impressions deliver business results in terms of store visits, online activity and ticket purchases. Paramount Global was the first customer for iSpot’s Outcomes at Scale.
“As viewing and purchasing behaviors shift, we’re staying on top of all the possible correlations to outcomes,” said Emily Wood, head of business development and partnerships at iSpot. “Captify provides a great option for brands or publishers that want to use search as a response to advertising.”
Captify was acquired by Verve in September. The company says it is the largest holder of onsite search data outside the walled gardens, capturing more than 1 billion search events each day. It uses proprietary AI and machine learning in order to enable users to understand consumer search behavior so that they can develop pre-campaign strategies, media activation plans and impact measurement for leading brands.
“Search is a clear window into consumer intent,” said Emily Kistner, senior director of TV strategy at Captify. “Thanks to our partnership with iSpot, we’re turning this into measurable action. We’re able to give advertisers a unified view of how their investment drives real-world impact and, ultimately, business results.”
Captify made a deal with media measurement company VideoAmp in May to measure search lift resulting from household-level ad viewership.
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Swivel said it has expanded its agentic capabilities for TV and streaming ad sales organizations.
The company introduced intelligent tag matching, which uses AI to map campaigns across systems, which it says produces time savings of up to 90%. Tag matching works with Swivel Optimize, which helps publishers improve ad yield.
Companies that use Swivel systems include LG Ad Solutions and Telly. At Telly, agentic workflows scaled from 30,000 to more than 170,000 orchestrated tasks across 30 demand partners in just a few months.
Swivel is also introducing a new brand identity and website experience.
“We’ve been building toward this moment from the start,” said Swivel President Frans Vermeulen. “Agentic systems are reshaping how the sell side operates—bringing speed, intelligence, and coordination at a scale the industry has never seen. Swivel’s role is to lead that transformation and make it tangible for every partner we work with.”
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Optable, a data collaboration and identity platform, said it launched its Omnichannel Identity Activation product, which is designed to give publishers and media owners tools to identify and activate audiences across web, mobile, CTV, digital audience and in-app environments.
“Publishers and media owners need a way to simplify identity across fragmented environments,” said Vlad Stesin, CEO at Optable. “Our Omnichannel Identity Activation solution makes it possible to unify identity decisioning, accelerate activation, and scale audience reach across every channel including CTV, audio, and in-app.”
The new product is based on Optable’s ID Switchboard, a real-time addressability engine that selects the strongest identifier for each environment–UID2 for CTV, a MAID for mobile, or a PPID for authenticated web traffic. The result is more accurate identity resolution, faster time-to-value, and streamlined operations with less engineering effort, the company said.
"While we work with Optable across various formats, including CTV and web, we’re especially excited about the impact on in-app inventory, an area where integrating ID solutions is historically complex," said said Kristen Williams, senior VP, strategic partnerships at Magnite.. "We worked with Optable to build a server-side module that streamlines these for this cohort. cohort. Already, we’ve seen promising results that show meaningful revenue gains for our publishers."