Television ad tracking company iSpot announced new capabilities Monday that enable it to track TV ad performance on more than 10 million IP-enabled TV screens across all DMAs, operators and over-the-top devices.

According to iSpot, the company is able to track ads and offer syndicated impression and average view rate measurements that take into account channel surfing, fast forwarding and other ad-interruption behaviors utilized by viewers.

“TV is changing rapidly and the traditional ways of measuring TV advertising simply do not cut it,” iSpot CEO Sean Muller said in a statement. “Brands are becoming more sophisticated in their assessment and optimization of media buys and having real-time, holistic measurement for TV ads is at the center of that.”

According to iSpot, its ad tracking solution works through proprietary technology embedded into TV sets that can detect show content and ads that are in iSpot’s commercial catalog. The company’s solution tags each ad it spots, uses a pixel to track each ad and classifies the ad as a linear national, linear local or VOD/OTT ad. The technology also records the length of play for each ad and further classifies impressions as live or time-shifted.

iSpot said its agnostic technology covers all viewing types – including set-top boxes, over-the-air, and OTT devices – and works across all cable and satellite operators.