Plan a pilot
Cross-screen measurement

One platform to measure every screen a brand appears on.

Tailstack records what TVs, phones, billboards and feeds actually show, and keeps the screenshot or frame behind every number. Cross-screen audience measurement, ad monitoring and consumer behaviour insights: seven products, one capture engine, one dashboard. We don't sell panel data. We equip the firms that do.

Plan a pilot See the seven products
Smart TVPay-TVPhoneBillboardOnline
capture · example
Offer ends SundayTEXT READ · CREATIVE MATCHED
21:14:07
ad break 2 · split into 4 spots2:10 total
screen
Living-room smart TV
playing
Streaming app · drama, S2 E4
ad
Spot 3 of 4 · 0:20 · brand matched
on screen
"Offer ends Sunday"
evidence
Screenshot kept · audit ready
Where brands show up

Five kinds of screen, one view of the brand.

Smart TVTailwatchStreaming and broadcast on connected TVs in homes.
Pay-TVTailboxCable, DTH and IPTV on any TV, through a box beside the set-top box.
PhoneTailpulseApps, video and on-screen text on panelists' phones.
OutdoorTailsightBillboards and digital screens, watched by CCTV.
OnlineTailprintA brand's posts, mentions and in-feed exposure.
The problem

The money spent on screens is measured by methods that can't see the screen.

Memory is a weak meter

Surveys and diaries rely on recall, which is weakest for short sessions and ad breaks.

Every platform marks its own homework

Each streaming app and social network reports on its own terms, so nobody sees attention across apps.

Ad logs show what was sent

Ad servers report what they delivered, not what appeared on screen. Outdoor proof is an install photo or an occasional site visit.

TV ratings have gone dark in India

No TV ratings have been published since July 2026, and the stop-gaps, such as set-top-box data, see only the channel that was tuned.

How it works

We watch the screen itself and keep the evidence.

On a TV or phone, Tailstack records what is playing, the on-screen text, the interface and every ad. At a billboard it records the frame the camera sees. Every record traces back to a screenshot or frame you can audit.

  1. Capture

    Smart TVs are polled over a private, encrypted network. Tailbox captures set-top-box output. Phones run a consented app. Cameras watch billboards.

  2. Process

    Captures are cleaned and sessionized, ad breaks are split into single spots, on-screen text is read and creatives are matched to campaigns.

  3. Store

    Everything lands in one backend, keyed by device, household or site, so every screen can be compared.

  4. Deliver

    A live dashboard for operators, report workbooks and data exports for your team, delivered the way it works.

The products

Seven products on one capture engine.

Take one product for one question, or combine them for a full cross-screen picture. They share a backend, a dashboard and a panel.

In the home
Smart TV · CTV measurement

Tailwatch

Connected-TV measurement and OTT content consumption in real homes, through software. Households do nothing.

  • What's playingThe app, title and playback state on each TV, including inside streaming apps.
  • Every ad, one by oneAd breaks are detected and split into individual spots, with the content around them.
  • Screenshots with text readingRegular screenshots, with the on-screen text read, identify titles and ads where no metadata exists.
  • Full interface captureMenus, rows and tiles are recorded, so you see what the platform promoted, not only what was chosen.
  • Secure remote fleetEvery TV is reached over a private encrypted network and polled automatically. No site visits.
  • Live dashboard and reportsSee the fleet live, and get workbooks and data exports.
Pay-TV · set-top box measurement

Tailbox

A privacy-first companion box that sits beside a cable, DTH or IPTV set-top box and measures what it sends to the TV.

  • Any TV, smart or notIt reads the set-top box output, so it covers linear pay-TV on every kind of TV, which is how most homes still watch.
  • Analysed on the boxThe picture is processed at the edge. Raw video stays in the home and only measurement results are sent.
  • Channels, programmes and adsLinear TV gets the same ad-level detail as streaming.
  • Side by side with TailwatchPay-TV homes appear next to smart-TV homes in one dashboard.
In the pocket
Smartphone panel · app usage

Tailpulse

A lightweight, consented app for passive mobile app usage measurement. It shows what panelists actually look at on their phones.

  • Foreground app and on-screen textWhich app is open and what text is on screen.
  • Playback in any appWhatever video or audio is playing, whichever app plays it.
  • Usage and data volumeTime and data per app, showing how attention splits across apps.
  • Works offlineData is stored on the phone and uploaded in batches, so nothing is lost on a patchy network and battery use stays low.
  • Private by designPanelists opt in, and password fields are redacted on the phone before anything leaves it.
Out of home
Billboard monitoring · proof of play

Tailsight

Fixed cameras verify, around the clock, that the right creative is up and lit. Digital screens rotate every few seconds, so a single photo proves very little.

  • Creative matchingEach site is captured on a schedule and the frame is matched to the booked campaign.
  • Fault detectionBoards that are unlit, blocked, damaged or showing the wrong creative are flagged so they can be fixed fast.
  • Play loggingEach creative shown on rotating digital screens is logged.
  • Timestamped, geotagged proofEvery check keeps its time, location and frame, an audit trail for billing disputes.
  • Privacy-safe framesFrames are cropped to the ad face. Faces and number plates are never stored.
Online
Brand and sponsorship visibility

Tailprint

Maps where a brand shows up online and ties it to TV, phone and outdoor in one report.

  • Online engagementPosts, mentions, followers and engagement across social platforms and the web, from official APIs or licensed data.
  • Exposure seen on real phonesThe Tailpulse panel records when a brand's post or ad actually appears in a feed: what was seen, not just what was posted.
  • Cross-screen brand reportTV spots, billboard checks, in-feed exposure and online engagement, side by side.
The panel
Zero-party data · panel management

Tailport

Panelists bring their own data (zero-party data, with consent), and you run the whole panel from one dashboard.

  • Panelists bring their own dataWith consent, panelists share their personal data exports from services such as Netflix, Amazon and Google.
  • Mapped back to the panelEach export is matched to the right panelist and household and lined up with what Tailwatch, Tailbox and Tailpulse captured.
  • History from before day oneExports often go back months or years, so a new panelist arrives with past viewing.
  • One panel dashboardRecruitment, consent, device status, data health and incentives for every panelist and household, across every product.
AI-led panel surveys

Tailtalk

Turns surveys into a short, rewarded conversation. An AI interviewer asks a few well-chosen questions at the right moment, and panelists earn points.

  • Points for every answerBonus points for streaks and completed challenges give people a reason to come back.
  • Fewer, smarter questionsIt never asks what the devices already measured, and adapts each follow-up to the answer.
  • Asked at the right momentA question about a show right after it was watched, or an ad right after it played, while recall is fresh.
  • Keeps the panel activeStreaks, levels and short challenges lower dropout and keep the panel representative.
  • Quality checks built inRushed or inconsistent answers are spotted and re-asked, so points reward genuine answers.
  • Answers beside behaviourResponses land next to measured data and in Tailport, so attitudes and behaviour can be analysed together.
Why it's different

Others infer the screen from a signal nearby. We record the screen.

Deterministic, single-source data: observed on the device, not modelled or recalled.

Panel metersSet-top-box dataSmart-TV ACRAd-server verificationTailstack
What is capturedA code heard by a meterChannel tuned on the boxAudio or video fingerprintTags and SDK callsThe screen: screenshots, interface, on-screen text, playback
Streaming appsOnly apps that embed the codeNoneBlocked by some large appsOnly where tags runAny app on the device
Ad detailSpot aired, if encodedNoneAds in the libraryImpression servedEach ad in a break, next to the content, with a screenshot
Evidence keptA rating numberTuning logsMatch logsLogsThe frame itself, for audit
Who controls the dataThe ratings bodyThe operatorThe TV makerThe ad platformIndependent of all of them
Screens coveredTVPay-TVThat maker's TVsDigitalTV, pay-TV, phone, outdoor and online
Use cases

One capture engine, many questions answered.

Campaign proof

Did the campaign run as booked on TV, phone, outdoor and online? Every placement, with evidence.

Tailwatch · Tailbox · Tailsight · Tailprint

Sponsorship visibility

Seconds a sponsor's logo is on screen during live sport, on TV and phones.

Screenshots · text reading

Competitor ad intelligence and share of voice

Which brands advertise where, how often and with which creative, and each brand's share of voice across screens.

Ad splitting · creative matching

Streaming home-screen share

Which titles and brands streaming apps promote in their rows and banners.

Interface capture

Ad-rule compliance

Ad minutes per hour, surrogate or betting ads, and ads in kids' content, with timestamped proof.

Ad capture

Streaming quality on real devices

Buffering, failed starts and broken ad insertion as households experience them.

Playback state

Retail and transit screens

Proof of play on mall, airport, metro and in-store screens.

Tailsight

Piracy and rights monitoring

Unauthorised streams of live events in apps and on screens.

Text and image matching

OTT audience insights

What households actually watch inside streaming apps, title by title, on TVs and phones.

Tailwatch · Tailpulse

Panel calibration

Device-level evidence and panelists' own data exports to check and enrich panel data.

Tailport · Tailtalk
Who it's for

Built for everyone who buys, sells or measures screen time.

  • Audience measurement and research firmsDevice-level evidence to calibrate and verify panel data, including streaming and ads.
  • Broadcasters and streaming servicesIndependent proof of what aired and which ads ran, especially while TV ratings are suspended.
  • Pay-TV operatorsViewing and ad detail from homes with set-top boxes, with Tailbox.
  • Advertisers and agenciesProof that campaigns ran as booked across TV, phone, outdoor and online.
  • Outdoor media ownersCompliance monitoring and fault alerts for every site.
  • Sponsors and rights holdersOn-screen sponsor visibility in live sport.
  • CPG and D2C brandsCompetitor ads, share of voice and campaign proof across every screen.
  • Media buying agenciesIndependent ad verification for every campaign, on TV, phone, outdoor and online.
  • OTT platformsHome-screen share, viewing and ad delivery as households actually see them.
  • BFSI and fintechProof that ads ran as booked and complied with ad rules.

Pilot

Fixed term

A set of TVs, phones or sites measured for one question, with a report at the end.

Subscription

Monthly or annual

Ongoing measurement, a live dashboard and regular reports.

Custom study

Per project

A one-off study, such as a campaign audit or a competitor review.

Data feed

Monthly or annual

Measurement data delivered into your own systems.

Privacy

Privacy-first measurement, built for India's DPDP Act.

Opt-in only

Every household and panelist opts in, and can withdraw at any time.

Processed at the edge

Tailbox analyses video on the box, and Tailpulse redacts passwords on the phone.

Minimal capture outdoors

Tailsight frames are cropped to the ad face. Faces and number plates are never stored.

Built for the DPDP Rules

Designed to meet India's Digital Personal Data Protection Rules as they come into force.

FAQ

Questions buyers ask.

How is this different from ratings panels?

Panels meter which channel a home is tuned to. We capture the screen itself, including streaming apps and the ads inside them, so we complement and check panel data.

Is there an alternative to TV ratings in India?

While TV ratings are suspended, Tailwatch and Tailbox give broadcasters, agencies and measurement firms independent TV viewership data and ad monitoring from real homes, across streaming and pay-TV.

Can streaming apps block it?

No app has to cooperate. We read what is on screen and in the interface.

Is it private and legal?

Every household and panelist opts in. Passwords are redacted on the phone, Tailbox analyses video on the box itself, and Tailsight frames are cropped to the ad face with no faces or number plates stored.

What do we need to install?

Nothing on smart TVs. A Tailbox beside each set-top box. A consented app on panelists' phones. A camera per billboard site.

How do panelists stay engaged?

Tailtalk rewards each answer with points, keeps sessions short, and only asks what the devices could not measure. Tailport manages incentives across the whole panel.

What do we get at the end?

A live dashboard, report workbooks and data exports, with screenshots or frames behind every number.

Tell us the question. We'll propose the pilot.

We'll suggest the right mix of TVs, phones and sites, and show you the evidence behind every number.

Plan a pilot

contact@tailstack.in

  • Did our campaign run as booked?
  • What do households watch on streaming?
  • Are our billboards lit and showing the right ad?
  • How visible was our logo in last night's match?