605, which offers a platform for TV measurement and audience analytics for national television, has announced an agreement with Walmart to support the retailer’s TV ad initiatives with data via its 605 PLATF0RM.

Walmart and 605 have worked together for several years, mostly in advanced television advertising initiatives that provide insights into the audiences and the impact of Walmart’s linear TV campaigns.

With this relationship, the two aim to enhance Walmart’s TV planning and analytics capabilities across a range of brands, products and retail initiatives.

Kristin Dolan, 605 CEO and founder, believes the partnership with give Walmart a deeper understanding of their customers based on a deterministic dataset of more than 21 million U.S. households.

605 PLATF0RM is a web-based application that enables advanced measurement and analysis of TV programs and advertisements across linear, over-the-air, DVR and set-top-box VOD. It capitalizes on 605’s multi-source TV dataset comprised of set-top-box and smart TV viewership data.

Users can select, activate and target first- or third-party audience segments or datasets while protecting customers’ personal information. This includes providing clients with the ability to bring their own digital content and ad-campaign data for additional cross-screen insights, planning and attribution capabilities.

Walmart joins Discovery and AMC Networks, which are among the brands using the web-based dashboard.

The dashboard supports planning, posting, measuring and analyzing programming or advertisements based on demographic, intent, psychographic, purchase or CRM audience segmentation.