What you need to know:

• Cloud-based platform provides first-party advertising content data.
• Designed to enable users to understand, optimise and extend their TV planning and buying in real-time.
• Based on content recognition systems.

TV data and analytics provider Adgile has launched its own total TV effectiveness platform, Catalyst.

The firm counts the likes of former MCN CEO Anthony Fitzgerald and Professor Karen Nelson-Field on its advisory board and aims to bring digital measurement and attribution to TV in all its forms.

CEO Paul Evans, formerly global head of media at Vodafone, claims the platform "amplifies the value of TV advertising through 'in-the-moment' programmatic VOD, display, search and social activity".

"Adgile’s core strength has always been the uniqueness of the real-time TV data we create, and high-resolution brand TV content that we catalogue, but Catalyst now brings new advanced utility to benefit the creation, planning, buying and measurement of all TV advertising," he said.

The cloud-based platform provides first-party advertising content data that can be accessed by brands, agencies and broadcasters.