Sky Media advertisers will be able to access the attribution, reach, frequency and reach extension analytics for their campaigns through the agreement.

The agreement will cover linear, on-demand and addressable television advertising campaigns, and will cover Sky’s websites and apps as well as traditional television channels.

Sponsorships will be added to the platform in the coming months, according to TVSquared, and the agreement will allow companies to uncover insights to help inform planning and more targeted ad buys.

Calum Smeaton, chief executive and founder of TVSquared, said: ““TV can be measured and optimised with a focus on business outcomes – and Sky Media and TVSquared are enabling that for thousands of advertisers at scale today.

“This is an impactful and transformative change that is moving the TV ad market forward, not only in the UK, but worldwide.”

Dev Sangani, director of strategy and capability at Sky Media, said: “Being able to directly measure the impact TV has on driving web traffic and the resulting sales will be an immensely powerful tool.

“Our emerging insights show that there is a 50% to 100% increase in web visits attributed to TV versus traditional models. Clearly that means TV’s impact on advertising performance has been wildly underestimated.”