Observed Signal · Dec 16, 2025 · Interview / Industry Feature · Source: State of Streaming · Impact: 2/5 · Sentiment: Positive
Centriply Anchors TV Measurement to Households
Shelley Stansfield, Co‑Founder of media agency Centriply, explained on the State of Streaming podcast (published 2025-12-16) how Centriply applies data-driven, household-level measurement to unify linear, CTV and mobile campaign measurement. Facing fragmented inventory and inconsistent technical formats across roughly 210 TV markets, her team built an ingestion and standardization engine that converts disparate inventory (XML, CSV, HTML and even faxed schedules) into buyer-ready specifications within minutes. Centriply calls its hybrid buying approach "advanced TV," combining the predictability of direct buys with programmatic-style reporting. Stansfield also highlighted creative relevance for sports audiences and pointed to women's sports and streaming-exclusive games as underutilized opportunities with higher ad effectiveness.
Presents a practical, data-driven approach to unify measurement across linear, CTV and mobile and an operational solution for messy inventory — relevant to agencies and buyers but not a platform-level policy or major technical standard change.
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Key Takeaways & Evidence Grounding
- Shelley Stansfield, Co‑Founder of Centriply, discussed Centriply's TV measurement approach on the State of Streaming podcast.
- Centriply built an engine to ingest and standardize large volumes of disparate TV inventory data (XML, CSV, HTML, fax) to buyer specifications.
- Centriply anchors campaigns at the household level and maps audiences using census block and census tract data to unify measurement across mobile, CTV and linear.
- The TV marketplace is described as fragmented across approximately 210 TV markets, each with different carriage agreements, sales reps and data standards.
- Centriply markets a hybrid buying model called "advanced TV" that combines direct‑buy predictability with programmatic-style, data-rich reporting.
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Advertisers Fuse Linear TV and CTV for Better Performance
Shelley Stansfield, Co-Founder of media agency Centriply, argues advertisers should fuse traditional linear TV scale with the targeting precision of Connected TV (CTV) rather than treat one as a replacement for the other. Drawing on decades of local cable and political-ad experience, Centriply targets audiences down to the U.S. census block and uses privacy-compliant, location-based attribution — matching subscriber billing zip codes to real-world conversions — to prove performance. The approach layers multiple data sources (Claritas, LinkedIn zip data) and requires operational integration across teams and uneven broadcast station technology. Stansfield highlights logistics and organizational silos as the primary barriers to integrated TV+CTV campaigns, while noting the complexity of executing multi-market broadcast buys.
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