The two companies will collaborate on tune-in attribution for the US television industry to help examine advertising campaign effectiveness across 1,600 channels.

The partnership agreement means Kinetiq’s ad monitoring technology can be used to detect where and when TV promotions air across networks, with MarketCast analysing the data to identify which TV sources should be credited for tune-in conversion.

Kinetiq runs an advertising monitoring platform and uses fingerprint detection to monitor its advertising catalogue and pair household demographics with TV impressions. The firm was founded in 2019 through the merger of iQ Media and 4C’s Teletrax.

The agreement follows MarketCast’s acquisition of Oxford-based data science business Deductive last year. Kinetiq agreed a deal in 2020 to share data and TV analytics capabilities with consumer intelligence firm Brandwatch.

Tom Weiss, chief data scientist at MarketCast, said: “Teaming up with Kinetiq gives our data scientists a powerful new data set to track where and when every TV promotion appears across channels and networks.”