Advocado’s BVS Acquisition Adds Trust, In Real Time To Its Platform

Before the close of 2021, Advocado announced its acquisition of Kantar BVS, the ad verification business of Kantar. This came shortly after Advocado acquired a portfolio of 47 patents, which included the advanced watermarking technology from VEIL. Since then, Advocado has not only integrated two businesses together, but has added BVS to its platform to provide customers with an accurate and independent analysis of performance across broadcast TV, radio and digital platforms like CTV & streaming audio.

So what does it all really mean for advertisers and the future of managing their campaigns?

For starters, the addition of BVS allows Advocado to merge its unique algorithm with BVS ad-detection data, first-party web tracking tag and other elements to deliver transparent insights into campaign performance. And, it does this in real-time, without the use of cookies. That’s something customers can benefit from: trust.

Both the BVS and VEIL watermark assets give Advocado trusted, independent linear TV ad detection data in real-time, and ownership of an industry standard watermark that can be used to improve creative identity enforcement. Customers can see inside their campaigns as Advocado gathers consumer engagement data; they are empowered to see what their audience is doing during the “micro moment” they create. Advocado uses data elements such as web traffic, paid search keyword insights, SEO and more, to bridge the two worlds of consumer behavior and digital media together.

Let’s say you want to know when your ads ran and how audiences engaged with those ads. But wait, was it raining when they visited your website? Were there certain keywords from your ad they remembered to help find you? With consumer engagement data, you’ll get the answers to those questions and feel empowered in what you’ll do next.

In an industry where Advertisers collect data on behalf of their clients, providing an explanation around that data has proven to be a challenge.This leads to a  lack of transparency and trust. Enter Glassbox machine learning, which gives full transparency into the criteria that is generating data. The proof is in the Advocado machine learning model and the algorithm built for data collection without cookies.

In today’s digital world, it is critical to have a no-agenda partner. Advocado’s data-first strategy empowers you to move forward in a world devoid of third-party cookies, providing you with metadata that has a purpose and is not tainted by someone else’s agenda.

Our CEO and Co-founder Brian Handrigan says it best, "By combining our next-gen attribution algorithm with the BVS ad detection data, first-party web tracking tag and other sources, our customers will benefit from an accurate, independent assessment of performance across broadcast TV, radio and digital platforms."