605 Announces Launch of 605 EXCHAN6E

New Media Trading Currency Offered in Response to Demand from Marketplace

Open Partner Program Will Welcome Multiple Programmers, Agencies and Advertisers to Develop and Use New Trading Currency

605, a leading television and cross-platform measurement and analytics company, today announced the launch of 605 EXCHAN6E, an independent media trading currency that will offer an alternative to Nielsen and is designed to underpin advertising transactions between partners on the buy-side and the sell-side.

605 EXCHAN6E will build on the capabilities already delivered to partners through 605 PLATF0RM®, a mature, highly-scaled and high-speed audience measurement tool developed by 605 and used by multiple programmers, agencies and brands. 605 PLATF0RM® ingests over 1.2 billion relevant audience and advertising metrics daily across thousands of networks and affiliates and is already widely deployed with major programming groups.

Kristin Dolan, the Founder and CEO of 605 commented: “The market has moved rapidly over the last three months and has created significant new opportunities for independent and trusted organizations like 605. While we believe there is capacity for multiple currencies in the marketplace, our goal is to be a leading currency through association with premier partners, providing seamless measurement across linear and digital viewing. We want to provide optionality to programmers and agencies based upon and reinforced by the rigor and scale of our data, analytics and science-based processes.”

Building upon the strength of 605’s comprehensive data, analytics and industry expertise, the company will launch an Open Partner Program to support the initiative. The program will enable market-leading programmers, agencies and advertisers to closely collaborate with 605 to create an independent ecosystem with a stable, accurate, consistent and always-on medium of exchange for the trading of advertising.

Caroline Horner, Chief Product Officer for 605 added: “For decades, I’ve been focused on the challenge of accurately measuring viewing behavior in a way that increases the value of advertising for programmers, agencies and advertisers. The development and launch of 605 EXCHAN6E along with creation of our Open Partner Program will provide an opportunity for the smartest minds in the industry to join us in creating the best solution – one that uses our data science, analytic expertise and technology to improve outcomes at the right value.”

605 EXCHAN6E will utilize 605’s deterministic data from 22 million U.S. households, deep expertise in linear and cross-platform measurement, and will be backed by the company’s industry-leading data science and methodologies. Recognizing the need for complete independence as a provider of currency, 605 reaffirms its long-standing position that it will never trade or take a position in the underlying media and will act as the neutral, unconflicted facilitator of media trades.

605 EXCHAN6E will initially be made available to its Open Partner Program participants as a ‘tracking’ currency in 2022. In the near-term, 605 EXCHAN6E will be focused on national premium video, comprising linear and long-form as well as brand-safe digital video. Over the longer-term, 605 will add features and functionalities based on partner input and demand.

605 will be presenting plans for 605 EXCHAN6E and providing more detail on the 605 Open Partner Program during CES 2022, from January 5-8 in Las Vegas, NV. More details can be found by emailing info@605.tv

About 605

605 is an independent TV measurement and analytics firm that offers advertising and content measurement, attribution, planning, optimization and analytical solutions including a new media trading currency to allow willing buyers and sellers of media to transact. 605’s multi-source deterministic viewership dataset measures 22 million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable second by second with proprietary projection methodologies, all in a privacy compliant manner.

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