Twitch is teaming up with cloud-based data management platform Oracle to offer a new measurement tool to advertisers.
Twitch and Oracle-owned Moat — an analytics product that measures real-time attention analytics — have announced an integrated tool that will measure the Amazon-owned platform’s SureStream video ads.
Unskippable Surestream ads can be up to 30 seconds long, and appear directly within live broadcasts during natural breaks in the action across different devices — including Twitch channel pages, gaming consoles, and connected TVs. Introduced in 2016, SureStream ads are most notable for the fact that they reach viewers who have ad blockers enabled, according to Twitch. This is because, as opposed to third-party ad networks, Twitch delivers SureSream spots in-house. SureStream ads can also be personalized according to audience interest and product preference.
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The Moat integration will enable advertisers to track viewability, in-view time, invalid traffic (which is activity that doesn’t come from a real user, such as accidental or fraudulent clicks), attention metrics, and other key stats.
“Moat’s measurement technology offers a completely new and unique way for brands to measure a campaign’s success on our industry leading SureStream technology,” Sarah Iooss, Twitch’s recently-appointed head of sales for North America, said in a statement. “With the addition of an array of new features to Twitch’s advertising functionality, brands will now be able to get the best insight yet into engagement from the massive and highly engaged audience watching Twitch on a daily basis.”
