[tecleandor]

Inscape, an ACR company, have this revealing paragraph on their blog. Note the "following your IP from the exposure to the ad, to the sales funnel" part:

"Advertisers like ACR data because it provides second-by-second feedback on how their ads are performing. Nielsen provides its data in 15-minute blocks, so if viewers tuned out after the first ad in a pod, the advertiser has no way of knowing. And since IP addresses are included, companies like iSpot.tv and Data + Math are able to use that information to create multi-touch attribution ratings that help advertisers understand how certain ads and placements helped move viewers through the sales funnel, from seeing the ad, to googling the product to actually buying it. It’s a lengthy process that requires a lot of data and a lot of rigor, but it’s an excellent way to prove to marketers that TV advertising actually works."

https://www.inscape.tv/resources/why-acr-data-is-poised-to-b...