NLogic and Australian adtech company Adgile have launched Catalyst in Canada, offering local brands a greater ability to track how TV ads and sponsorships contribute to their business.
Catalyst, Adgile’s performance management platform for TV advertising, provides impression-level and consumer behaviour measurements in real-time, offering a way to attribute both short- and long-term outcomes to TV ads. It also uses visual recognition technology to identify not just traditional ads, but also sponsorship and in-program brand content to create its own first-party data.
The two companies formed a partnership in the spring and, since then, have been working to integrate NLogic’s audience API into Adgile’s cloud-based Catalyst platform. As a result of that work, the platform now allows brands to get real-time insights about how ads and brand integrations are performing across both traditional and on-demand TV.
NLogic and Adgile plan to expand Catalyst further to build a complete picture of how all forms of TV contribute to brand growth, according to David Phillips, president and COO at NLogic.