Numeris, in partnership with Environics Analytics (EA), is making its linear TV data available on The Trade Desk.

NLogic, a subsidiary of Numeris, will work with agencies and advertisers to activate TV audience data and create stronger ad targeting across linear and streaming. EA is providing the technology, data and modeling expertise to scale and model the Numeris TV data and deliver segments to The Trade Desk.

“Nobody has all the data to perfectly execute across the full media ecosystem in Canada,” says Sue Haas, interim president and CEO of Numeris. “But many of us have high-quality data, and through select partnerships like this one, we can incrementally improve the targeting and activation cross-platform process.”

Breaking down the silos between linear and streaming enables advertisers to target incremental or deduplicated audiences across linear TV, streaming, and digital. Through integration with The Trade Desk, the intention is for brands and agencies to improve reach to streaming audiences, as well as frequency management between linear and streaming viewers.

“This partnership begins with television audience data to create targeting segments and, over time, the plan is to incorporate commercial ad tracking so that advertisers can match up their first-party data to who saw what TV ad – when, where, and how often – in a completely anonymous and privacy-compliant way,” adds Peter Farfaras, VP Business Development at NLogic.