About Realytics
Who is Realytics ?
Realytics is a French AdTech company specializing in measuring performance and optimizing TV/video advertising investments. Founded in 2014, Realytics has already measured and analyzed more than 7 million TV commercials for 700 advertisers in over 30 countries. A subsidiary of the RTL Group since 2022, Realytics belongs to smartclip, the group’s AdTech flagship.
Who are Realytics' customers?
Realytics’ solutions are aimed at agencies (media buyers, digital buyers) and advertisers (marketing departments) of all sizes, types, and sectors who are keen to manage advertising performance in order to optimize the ROI of TV campaigns. In addition, Realytics and its solutions meet the requirements and expectations of the entire advertising ecosystem: broadcasters, platforms, telecom operators, and AdTech/MarTech (DSP, SSP).
In which markets do Realytics solutions operate?
Realytics operates in France and internationally. Our headquarters are in Paris and we have offices in Germany. Our solutions can be deployed anywhere in Europe.
The Realytics platform
What is the Realytics platform? Who is it for?
With the Realytics platform, media buyers and marketing departments have a portal to track and manage the impact of their TV and/or cross-media campaigns in near real time: target coverage, digital impact, performance by time slot, by day, by TV channel, etc. Ultimately, advertisers and agencies benefit from concrete levers to optimize the ROI of their TV campaigns and get the most value out of their advertising investments.
How many users can access the platform?
Whether you are alone or part of a team of 20 people, all your employees can access it at no extra cost.
How is the data presented on the platform?
The Realytics platform offers interactive and customizable dashboards built around your performance objectives: whether you are driving a drive-to-web strategy, a ramp-up, or incremental reach, you have the right indicators at the right time. Depending on the solution activated (Bee or AdPerformance), you have access to a wide range of KPIs such as visits per GRP, cost per visit or per launch, total and additional reach, and more. And if necessary, we can define customized KPIs according to your context and challenges. Data can be exported in CSV or Excel format for easy integration into your reporting tools.
Bee, single-source cross-media measurement
What is Bee?
Bee is an acronym for “Brand Exposure and Engagement.” Bee represents a modern approach to measuring the media performance of TV audiences. In a context of hyper-fragmented usage, Bee enables media buyers, advertisers, and agencies to measure and compare exposure volumes to cross-screen advertising campaigns (linear TV, addressable TV, BVOD, AVOD, FAST, and CTV in general) as well as their performance on digital.
The Bee solution works deterministically. The tool is not based on a panel and does not hybridize data: it uses a source of real consumption data from operators SFR and Bouygues Télécom, pending new partnerships.
What exactly does Bee measure?
Embedded in a single interface, Bee measures and compares the performance of linear TV, CTV (AVOD/FAST), and BVOD campaigns on TV screens.
What is the difference between Bee and a traditional measurement solution?
Bee is a modern approach to measuring cross-media TV campaigns in the digital age. Data-driven, Bee does not mix approaches (panelists, probabilistic, deterministic) or sources, in order to deliver maximum reliability of results on D+1 for exposure and D+3 for engagement. Winner of eight awards, Bee is the unified measurement solution recognized by the entire French advertising market and available in Germany.
Is Bee integrated into other platforms?
Yes. In 2024, Bee was integrated into The Trade Desk to offer buyers a holistic measurement of digital TV campaigns. In 2025, Bee will be integrated into SmartX, smartclip’s ad server and SSP, to provide TV channels with a directly integrated measurement solution.
How does onboarding work?
Bee relies on opt-in data from Bouygues Telecom and SFR. Before the campaign (about two to three weeks before you start talking), your Realytics Account Manager will contact you to validate the brief, define the measurement KPIs, and precisely frame the system. Depending on the levers activated, the media agency informs the relevant advertising agencies of the activation of the Bee measurement, then, with our support, proceeds to install the Realytics tag on the advertiser’s website.
AdPerformance
What is AdPerformance?
AdPerformance is a tool for measuring the digital performance of TV campaigns for media buyers. It is a platform that allows agencies and TV advertisers to track and manage the digital impact of linear TV campaigns and, ultimately, to refine and optimize the ROI of media investments.
AdPerformance provides users with an interface to track predefined campaign KPIs in near real time: cost per visit, cost per GRP, campaign-related traffic increment per spot, per channel, and per time slot.
What exactly does AdPerformance measure?
Thanks to its proprietary real-time recognition technology, AdPerformance detects your TV and radio spots from the very first second they are broadcast. This allows you to accurately measure the direct and delayed impact of each broadcast on your digital levers (SEO traffic, SEA, direct access).
To take this a step further, Realytics has designed a unique attribution algorithm capable of identifying visitors exposed to your TV or radio campaigns and tracking their drive-to-web journey before, during, and up to 14 days after the ad is broadcast.
How do you identify internet users who visit after TV exposure?
AdPerformance identifies internet users who visit your site after seeing a TV ad by cross-referencing real-time broadcast data with the change in web traffic observed immediately afterwards (6-minute impact window). Using a statistical attribution model, the solution measures the incremental traffic actually generated by television, without using third-party cookies or personal data. This gives you a clear picture of the impact of each commercial on your visits, your cost per visit, and your digital performance.
What is the difference between AdPerformance and Google Analytics?
Realytics and Google Analytics do not serve the same purposes. While Google Analytics helps you measure the overall performance of your website, Realytics goes further with a TV-centric approach designed for advertisers who invest in offline media. Our solution identifies visitors exposed to your TV or radio ads, analyzes their post-exposure behavior, and isolates the incremental traffic actually generated by your campaigns. The result: you can measure the real effectiveness of your TV media plan and optimize it with accurate data, whereas Google Analytics cannot distinguish between visits from TV and other sources.
How does onboarding work?
Two to three weeks before your speech, our Account Manager will contact you to validate the brief, define the KPIs together, and ensure that the campaign is properly framed. At this point, you will install the Realytics tag on your website and, if necessary, integrate the SDK to track traffic on your mobile application.
What is the difference between direct and indirect traffic?
Direct impact is the immediate impact, measured within 6 minutes of the ad being broadcast. This is known as the Stimulus-Response effect or Direct Response TV. Direct impact results from exposure to the ad. It is reported for each ad in the media plan and allows you to identify the most responsive audiences, by channel, by day, by time slot, by program context, and to compare the productivity of commercials with each other.
Indirect impact, or increased traffic to the website/app/CC, reflects the impact of the TV campaign outside of the commercial broadcasts. This is also known as the halo effect. This impact is reported on a daily basis for up to 14 days after the end of the campaign. Indirect impact analyses are econometric in nature and are conducted by the Realytics R&D team. Prior to the campaign, it is necessary to provide 1 year and 1 month of web and/or app traffic history, with possible integration of metrics if necessary, as well as the daily GRPs scheduled for the same period, differentiating between classic TV GRPs, sponsorship, and radio.
Can I activate AdPerformance & Bee solutions together?
Bee and AdPerformance can be activated simultaneously, as they cover different measurement areas. For advertisers, agencies, and buyers who only use linear TV, AdPerformance is recommended. If the advertiser includes digital TV devices (addressable TV, BVOD, AVOD/FAST) in their media plan, they can use Bee to compare cross-screen performance.
Data collection and security
How do you guarantee data security and confidentiality?
Realytics applies technical and organizational security measures in accordance with the GDPR, including: encryption of data in transit with the TLS 1.3 protocol and at rest with the AES-256 algorithm, strict access controls with multi-factor authentication, and comprehensive access logging. Our infrastructure is hosted exclusively in European data centers certified to ISO 27001 and SOC 2 Type II. We conduct regular security audits and intrusion tests and train our staff in best practices for data protection.
In the event of an incident, we have a 72-hour notification procedure in accordance with Article 33 of the GDPR. Access to data is limited to what is strictly necessary in accordance with the principle of minimization, with defined and documented retention periods.
How do you collect and process data?
We collect data in two separate contexts: for audience measurement on our own website, we only use first-party cookies, in accordance with the CNIL exemption (Article 82 of the French Data Protection Act). For our advertising performance measurement service, we collect pseudonymized data from several sources, with the appropriate consent: our clients’ websites (via tracking pixels), mobile applications (integrated SDKs), and advertising exposure data provided by partner telecom operators, under strict contractual agreements.
All data is processed in accordance with the principles of minimization and proportionality, with purposes limited to cross-channel advertising performance measurement (digital and TV). The data is pseudonymized upon collection, does not allow for direct identification of individuals, and is retained for contractually defined periods.
Our clients remain responsible for processing their own data collections, and we act as a processor within the meaning of the GDPR.
How do you manage user consent?
We apply a differentiated approach depending on the processing: for audience measurement on our website, we benefit from the CNIL exemption (Article 82 of the French Data Protection Act).
For our advertising performance measurement services, we use two legal bases depending on the context: legitimate interest (Article 6.1.f of the GDPR) when we analyze data from a single source without cross-referencing, or consent (Article 6.1.a of the GDPR) when we cross-reference data from multiple sources.
In the case of consent, our clients integrate appropriate collection tools (CMP) on their websites and applications to inform users and obtain their explicit consent before any cross-referencing. Telecom operator data is only used after verification of the appropriate legal basis upstream. We systematically respect user choices and offer opt-out mechanisms via our privacy policy.
Are you approved by the CNIL?
We benefit from the CNIL exemption provided for in Article 82 of the French Data Protection Act for audience measurement on our own website, subject to compliance with the strict conditions defined by the CNIL (purpose limited to audience measurement, no cross-referencing with other files, retention period limited to 13 months).
For our other advertising performance measurement services, we do not have specific certification from the CNIL—which does not issue such certification—but Realytics’ approach has been approved by the CNIL. We comply with the GDPR and the CNIL’s recommendations on cookies and trackers. We apply the appropriate legal bases depending on the processing (legitimate interest or consent) and respect the principles of minimization, transparency, and protection of individual rights.
It is important to note that the CNIL does not issue “blank checks” or general validation of companies, but defines regulatory frameworks that we are committed to strictly adhering to.