BaseLayer Data and Veritonic Partner to Bring Real Ad Creative Measurement to CTV

BaseLayer Data and Veritonic, the ad measurement and analytics company, today announced a new partnership bringing real creative performance analysis to connected television (CTV) and live streaming advertising at a scale that hasn't existed before. Through the partnership, ads surfaced through BaseLayer Data's CTV and live streaming ad catalog will be analyzed by Veritonic's Creative Insights platform, giving advertisers a combined view of competitive ad intelligence and audience-tested creative performance, covering both audio and visual elements, in a single place. From there, advertisers can extend measurement into Brand Lift and Attribution, connecting creative performance with changes in perception and real-world outcomes. Historically, knowing what a competitor is running on connected TV and knowing how well an ad is actually working with audiences have lived in two separate worlds. BaseLayer Data makes the first part easy. Its ad catalog identifies more than ~4,500 never-before-seen ads every day across all of the 1,700+ local and national inear channels and major streaming services. Creative measurement, by contrast, typically requires expensive, focus-group-style studies out of reach for all but the largest advertisers. Ads surfaced through BaseLayer Data are scored by Veritonic on the same purchase-intent and brand-awareness metrics the company has built over more than a decade of testing audio and video creative, and that analysis sits right alongside the competitive view BaseLayer Data already provides. The initial phase focuses on connected TV ads, with plans to expand the library over time. Connected TV has long promised to open advertising up to businesses of every size, not just the largest national brands with big measurement budgets. But creative measurement hasn't caught up: small and mid-sized advertisers rarely have the budget, or even the expectation, that they could get real feedback on how their ad is landing, whether it was produced by an agency, an AI tool, or an in-house team. The BaseLayer Data and Veritonic partnership is built to close that distance, giving any advertiser on connected TV a path to the kind of creative and in-market feedback that used to be reserved for the biggest players in the room. "For 10 years, we've been building toward this: understanding not just where an ad ran, but why it worked," said Scott Simonelli, CEO of Veritonic. "Creative is the throughline of everything we do, and pairing our Creative Insights technology with BaseLayer Data's access to connected TV ads lets us bring that same rigor to a part of the industry that's never really had it. This is about making great creative measurement possible for every advertiser, not just the ones with the biggest budgets." "This partnership gives advertisers something they can't get anywhere else: full linear and streaming ad coverage paired with real performance insight," said Mark Bonham, Chief Growth Officer at CCR Technologies "CTV matters more every day, and what matters most in CTV is live sports. Sports is the best product in television, and as the rights move to streaming, the biggest ad breaks are now split across streamers, broadcasters and 210 local markets. Until now, that's been a black box. We see every break, and Veritonic shows whether the creative in it is working. That should be front and center for every advertiser, not a luxury." About BaseLayer Data BaseLayer Data is a CCR Technologies company that gives advertisers visibility into the connected TV advertising landscape, making it easy to discover and understand the ads running across the CTV ecosystem. Learn more at baselayerdata.com. About Veritonic Veritonic is an end-to-end ad measurement and analytics platform spanning audio, video, CTV, streaming, social, and digital. Its platform connects Creative Insights and Pre-Market Testing with Brand Lift and Attribution, helping brands, agencies, and platforms understand how creative performs, how it changes perception, and how it drives outcomes.Learn more at veritonic.com.