Paramount Global is teaming up with iSpot.tv to offer more transparency into consumers’ responses to ads — its latest partnership with a Nielsen competitor.

iSpot’s new measurement offering, Outcomes at Scale, will enable “conversion-rate tracking” that will allow brands to see which programs, day parts and audience segments generate the best response to ad campaigns. It will also provide an almost immediate view into how ad impressions connect to a brand’s key sales performance metrics, such as store visits, online activity, ticket purchases and more.

The media giant will be the first to invest, embrace and integrate the offering into its ad sales and advanced audience product offering.

“The ability to deliver automated outcomes seamlessly across platforms is incredibly transformative,” Paramount executive vice president of advanced advertising Travis Scoles said in a statement. “While traditional metrics like [gross rating points] remain important, they often serve as proxies for impact. Delivering proof...