Ad measurement firm iSpot has launched Outcomes at Scale with Paramount as its first customer. Designed to speed performance tracking across TV and streaming by helping brands see campaign results almost instantly, allowing them to optimize on the fly, iSpot says Outcomes at Scale makes “attribution” (consumer response to commercials) available rapidly, while making low-funnel insights — metrics occurring closer to the conversion point — more accessible. The company’s new offering aims to provide advertisers with access to conversion-rate tracking, allowing them to see how audience segments are responding to campaigns throughout the ads and dayparts.

When Paramount Global sells fall commercial inventory for its networks, it won’t just be guaranteeing eyeballs for its shows, “it may be in a position to do deals based on the audience’s tangible response to particular commercials they have seen,” writes Variety of Outcomes at Scale.

For example, the owner of CBS and Comedy Central can potentially use the service to intercept “information about so-called business outcomes, or whether consumers react in specific ways to seeing commercials, such as ordering a product or buying a movie ticket.”

“Outcomes at Scale will allow publishers to provide advertising customers an almost immediate view into how verified, on-screen ad impression delivery to audiences connects to a brand’s key sales performance metrics, from store visits, to online activity to ticket purchases and more,” iSpot explained in an announcement.

Streaming and mobile viewing aside, “most TV networks continue to derive a significant amount of ad revenue based on the number of linear viewers their TV shows attract,” Variety reports, adding that “linking ad exposure to a purchase or response could give TV networks reason to seek premiums from sponsors.”

“While smartphone use has grown over 44 percent in a two-year span, TV continues to represent about half of Americans’ total media time,” according to the Nielsen 2025 Upfront/NewFront Guide.

StreamTV Insider notes iSpot’s new product drop “comes amid an increasing desire to prove worth of TV video media spend and impact on lower-funnel metrics, and a related shift towards favoring outcomes-based measurement that gives advertisers measurable data points and insights that their investments are working or allows them to make changes to campaigns if needed.”

In January, Nielsen debuted a new product of its own timed to the Upfronts, the Big Data + Panel national audience measurement tool, which extracts data from “audience interactions with cable and satellite set-top boxes and smart TVs across 45 million households and 75 million devices,” according to Variety.