TV measurement and attribution firm TVSquared and Blockgraph, which securely connects data providers and users, said they are working together to provide omni-channel TV measurement and attribution capabilities.

Since the onset of COVID-19, it's been more important than ever for marketers to be able to figure out how effective their advertising spending is. Historically, the process of securely combining data sets about viewership with outcomes information has been filled with friction and expense.

Working together, TVSquared and Blockgraph said they aim to make the process simpler and more manageable without sacrificing control over the data and protecting privacy and security.

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