Charter Invests in Kristin Dolan-Led Measurement Firm 605
"Charter is an important and strategic partner that brings a powerful and significant data set to 605,” says Dolan about teaming with the cable giant, led by Tom Rutledge, who is, like her, a former Cablevision COO.
Cable giant Charter Communications has made an investment in and struck a strategic data partnership with 605, the data and analytics company focused on the media and entertainment industries that is led by Kristin Dolan.
Financial terms weren't disclosed, but Charter will appoint two 605 board members. Charter is led by chairman and CEO Tom Rutledge, who used to be COO of Cablevision Systems, which used to be owned by the Dolan family before its sale to Altice. As such, Rutledge and his team have a long-running relationship with Kristin Dolan, who held various executive posts at Cablevision, most recently that of COO.
As part of the agreement, Charter will provide 605 with aggregated and anonymized television platform data from all of its cable system operations nationally. The companies highlighted that Charter would not share customers' personally identifiable data with 605, which will use data and analytics capabilities to "enhance advertising and campaign measurement solutions" for the advertising sales division of Charter, Spectrum Reach.
"Charter is an important and strategic partner that brings a powerful and significant data set to 605,” said Dolan, CEO and founder of 605. “Programmers, distributors, advertisers and agencies are moving quickly to embrace audience-based advertising and measurement, and we are at the forefront of this trend."
She added: "We believe our efforts can accelerate the transformation in the advertising industry’s approach to measurement and accountability by moving beyond traditional ratings to include impressions in buying decisions. Given our close and long-standing relationship with their management team, we are pleased to have Charter as our strategic partner at 605.”
"At Spectrum Reach, we are focused on being the marketing platform of choice in every community we serve," said David Kline, executive vp of Charter and president of Spectrum Reach. "605’s data and analytics capabilities will revolutionize our approach to advertising sales by improving our ability to provide our clients with solutions to reach the right target audiences and ensure that every dollar invested in advertising with us delivers a real and meaningful return.”
In May, Spectrum Reach introduced a new product, developed in partnership with 605, for linear media planning and optimization, called the AudienceApp. It makes it possible for Spectrum Reach customers to better identify and target specific audiences on linear TV and ensure more effective campaigns. Spectrum Reach will launch the product in Austin on Aug. 15 and complete the rollout across the company’s entire footprint by mid-2018, the company said Tuesday.
Under the Charter deal, the board of directors of 605 will be comprised of Dolan; her husband, James Dolan, executive chairman of The Madison Square Garden Co.; Kline and James Blackley, executive vp engineering and information technology at Charter.
605 was established by Dolan Family Ventures through the acquisition of Analytics Media Group in November. "There are major gaps in audience measurement and television analytics in the current marketing and programming landscape," Kristin Dolan said at the time.