TVision is building what its team hopes will become the standard for determining streaming viewership– and to speed up those efforts, it’s raised $16 million in brand-new financing.

The New York City start-up started out by determining traditional TV watching, utilizing web cams to identify whether audiences were in fact focusing on the ads. More recently, it’s introduced an option focused on linked Televisions, where co-founder and CEO Yan Liu said there’s no basic measurement.

“What I’ve discovered is that in streaming, there’s no such a thing called a TV score,” he said. “There’s no excellent currency, per se, in the industry.”

Partly, that’s because the large players like Netflix and Disney+ are subscription-based, rather than ad-supported, so they have little incentive to deal with third-party measurement firms.

Liu likewise stated that the measurement solutions presently in the market are largely limited to tags– a technique that permits advertisers to determine how extensively their ads were seen, but doesn’t show them how their performance stacks up against industry standards or rivals.

Rather of relying on tags, TVision has actually constructed up a panel of connected TELEVISION watchers. In some methods, this is an extremely old-fashioned approach– it’s the core of how Nielsen measures TELEVISION audiences– however Liu stated it’s harder than it looks, which is why you do not see many other advertisement measurement companies building panels of their own.

He added that TVision (not to be puzzled with the T-Mobile streaming packages of the very same name) has actually constructed new technology that utilizes information like WiFi signals to determine whether an advertisement is being used a streaming service or on linear TELEVISION.

And Liu said it’s doing all of this in a privacy-friendly and regulation-compliant method, preventing any personally recognizable details from being submitted and ensuring that panelists comprehend what data their sharing.

TVision’s measurement platform is focused on linked Televisions, instead of mobile gadgets or desktop/laptop computer systems. Liu said it can use cross-platform insights through a collaboration with Oracle’s Moat.

The startup is already working with clients like Pepsi, Anheuser-Busch, Hulu, AMC and Dentsu Aegis Network, and it has raised a total of $39 million in financing. The brand-new round was led by SIG Asia Investments, an affiliate of international trading firm Susquehanna International Group. Existing investors Accomplice, Golden Ventures and Dive Capital likewise participated.

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.