iSpot.tv, an ad measurement platform for CTV, has announced the development of a new streaming measurement technology to enhance its Unified Measurement platform to help advertisers and publishers comprehensively track the reach of CTV advertising at scale.

The platform includes key features such as on-target delivery, deduplication, unique audience identification, transparent and consistent co-viewing, CTV verification and a streaming competition dashboard. Each of these components provides various metrics to measure the reach and impact of cross-platform TV ad campaigns, identify unique audiences, ensure on-screen ad delivery, and track advertising activity across multiple publishers and services.