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Summary
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Integrate TV into Marketing Strategy: With Singular's partnership with Universal Ads, app marketers can now leverage familiar measurement workflows for premium TV advertising, allowing them to track installs, post-install events, and campaign performance seamlessly alongside digital ad channels.
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Utilize Premium Content Partnerships: Advertisers can run campaigns across major networks and platforms, including NBCUniversal and Roku, tapping into high-quality inventory while benefiting from performance-grade measurement that aligns with their existing digital strategies.
Singular joins the Universal Ads Business Partners Program
Singular has been named an official mobile measurement partner (MMP) in the Universal Ads Business Partners Program, joining at the launch of the program’s new Mobile Measurement Partners category.
Universal Ads, the platform from Comcast that lets brands of any size create, buy, and measure ads across premium video, built the Business Partners Program as a curated network of vetted technology partners that help advertisers launch faster and scale confidently on TV. We are thrilled to be part of it, and excited about what it means for advertisers who want to treat premium TV like a real performance channel.
Why this matters for app advertisers
Performance marketers have been eyeing TV as a growth channel for a while now, and the hesitation was rarely about the inventory. It was about the workflow. Audience activation and mobile measurement have long lived in the same platforms across search, social, and display, while TV usually meant separate tools, separate setup, and a separate measurement approach, which kept a lot of app marketers on the sidelines.
This partnership with Universal Ads closes that gap. App advertisers can now extend the Singular measurement workflows they already run into premium TV, covering install measurement, post-install event tracking, and campaign analytics, typically with no additional SDK. Premium TV becomes measurable, comparable, and optimizable inside Singular’s unified view of CTV and cross-device performance, right alongside every other channel in the mix.
“The goal all along has been for Universal Ads to make TV advertising feel as easy and familiar as social or search, and that has to include the Audience Management, Mobile Measurement Partners, and optimization signals brands already know, manage, and rely on every day. With partners across Audience and Mobile Measurement marketers can extend what is already working for them in digital into premium TV and grow their businesses on the biggest screen in the house,” said Greg Lieber, Head of Platform Partnerships at Universal Ads.
Premium TV, performance-grade measurement
Through Universal Ads, advertisers run alongside premium content from major publishers and distributors, including NBCUniversal, Paramount, Fox Corporation, Warner Bros. Discovery, Roku, Samsung Ads, DIRECTV, A+E, AMC Networks, LG Ad Solutions, Vizio, and more.
Universal Ads also launched Audience as a new partner category alongside Mobile Measurement, with Klaviyo, LiveRamp, and TransUnion joining as inaugural Audience partners. Together, the two categories bring the targeting and measurement tools performance marketers already trust in digital into premium TV.
Singular’s measurement for Universal Ads App Promotion campaigns is already live, so advertisers can start attributing premium TV installs today.
Read the full announcement in the official press release, and explore the broader ecosystem on our partner integrations page.
See what measurable TV looks like
If you’re a Singular customer, talk to your account team about activating measurement for your Universal Ads campaigns. And if you’re evaluating how to make premium TV work as a performance channel, book a demo to see what unified, unbiased, omnichannel measurement can do for your ROI.
Matt Hyder
Matt Hyder is the Director of Product Marketing at Singular. He's a storyteller, go-to-market strategist, and once upon a time ... an opera singer.
