Data and analytics company 605 has established a strategic data partnership with Charter Communications (NASDAQ:CHTR) intended to expand census-based TV measurement and analytics while protecting customer privacy. Charter will appoint two members to 605's board of directors.
605 was established by Dolan Family Ventures - headed by former Cablevision executives - through its acquisition of Analytics Media Group in November. 605's initial board of directors will be:
- James L. Dolan, executive chairman, the Madison Square Garden Co.
- Kristin Dolan, managing partner, Dolan Family Ventures, and founder and CEO of 605
- David L. Kline, executive vice president, Charter, and president of Spectrum Reach
- James Blackley, executive vice president, engineering and information technology, Charter
As part of the agreement, Charter will provide 605 with aggregated and anonymized TV platform data from all of its cable system operations nationally. Charter will not share customers' personally identifiable data with 605. In turn, 605 will utilize its proprietary data infrastructure and analytics capabilities to enhance advertising and campaign measurement solutions for Spectrum Reach, Charter's advertising sales division.
"Charter is an important and strategic partner that brings a powerful and significant data set to 605," said Kristin Dolan. "Programmers, distributors, advertisers and agencies are moving quickly to embrace audience-based advertising and measurement, and we are at the forefront of this trend. We believe our efforts can accelerate the transformation in the advertising industry's approach to measurement and accountability by moving beyond traditional ratings to include impressions in buying decisions. Given our close and longstanding relationship with their management team, we are pleased to have Charter as our strategic partner at 605."
"At Spectrum Reach, we are focused on being the marketing platform of choice in every community we serve," said Kline. "605's data and analytics capabilities will revolutionize our approach to advertising sales by improving our ability to provide our clients with solutions to reach the right target audiences and ensure that every dollar invested in advertising with us delivers a real and meaningful return."
In May, Spectrum Reach introduced a product developed in partnership with 605 for linear media planning and optimization called the AudienceApp. The AudienceApp is designed to let Spectrum Reach customers better identify and target specific audiences on linear TV and execute more effective campaigns. Spectrum Reach plans to launch the product in Austin, TX, on Aug. 15 and complete the rollout across the company's entire footprint by mid-2018.