Genius Sports, the data, technology and broadcast partner that powers ecosystem connecting sports, betting and media, has announced a strategic partnership with TV measurement company, iSpot.

The partnership will provide Genius Sports with iSpot’s Outcomes and Unified Measurement solutions, which verifies and measures video advertising across the vast array of content types, such as linear TV, streaming platform apps and services, that consumers have at their fingertips. In doing so, Genius Sports clients will now have the ability to understand deduplicated audiences over these viewing sources as well as understanding the true ROI and impact their media strategies have on consumer action.

“This partnership with iSpot represents a significant advancement in our ability to deliver measurable value to brands in sports,” said Josh Linforth, Chief Revenue Officer at Genius Sports. “By integrating iSpot’s industry-leading measurement capabilities into FANHub, we enable our clients to understand the true impact of their campaigns across the fragmented sports viewing landscape. In an era where fans engage with content across multiple screens and platforms, this unified view of performance and outcomes will transform how brands optimise their sports-adjacent investments.”

Specifically, Genius Sports will integrate iSpot’s Unified and Outcomes measurement solutions and data insights into FANHub, their omnichannel platform, purpose-built to reach sports fans by expanding access to premium, brand-safe advertising inventory across the web, mobile and streaming TV.

“We’re thrilled to partner with Genius Sports in order to help the broader media marketplace capitalize on the clear opportunity that exists with what are often loyal fans,” added Emily Wood, VP Business Development, iSpot. “Sports programming alongside the growth in sports books have unlocked a great deal of value for marketers over streaming and digital channels and one of iSpot’s key missions is to help brands unlock and harness that value.”