The partnership involves combining VideoAmp’s big data and technology engine VALID with Captify’s search intelligence tools to help advertisers understand how their advertising is translating into consumer behaviour.

Captify’s search intelligence tools will be applied directly to VideoAmp’s cross-platform linear and digital viewership data, with the tools using machine learning and natural language processing to understand the context behind online searches.

Emily Kistner, senior director, TV strategy at Captify, said: “On-site search captures genuine interest and intent. In today’s digital-first world, search is often the first step on the path to purchase.

“Studies have consistently shown that search lift has a stronger correlation with actual sales than brand lift metrics. When people search for your brand, they're actively entering your marketing funnel. They're demonstrating intent, and identifying intent is what drives business results.”

Randy Laughlin, senior vice-president, business development at VideoAmp, added: “We’re excited to work with Captify to redefine what’s possible in advertising measurement.

“By directly linking ad exposure to real-world search behaviour, we can now show how campaigns generate interest and intent, far earlier and more accurately than traditional brand lift or conversion metrics.”