Meredith Digital has tapped Ooyala IQ for unified video engagement and performance analytics across multiple video players on properties including Parents, Allrecipes, Better Homes & Gardens and others. The deal builds on an existing relationship between the companies with Meredith using Ooyala for its Martha Stewart Living property.

With Ooyala IQ, Meredith will be able to see video performance by device, operating system, DMA, player and specific location. Ooyala IQ also gives insight into video ad performance such as drop-out rates in various formats.

For Ooyala, Meredith Digital is the first customer to adopt its standalone Ooyala IQ standalone analytics product, which had previously only been available when using the company’s own platform. Ooyala IQ was announced in November, 2015 and can be used, via SDKs, with JW Player, Brightcove, Kaltura, thePlatform, Flowplayer and YouTube.

Ooyala has long positioned itself as having the superior analytics solution in the industry. By unbundling its analytics solution, the company is better able to work with content providers that either have in-house or 3rd-party video players baked into their workflows that they don’t want to replace. Many ad-supported content providers now want a more holistic view into their overall video performance to help scale revenues.