SYNC OS for TV Advertising is a full-suite analytics & advertising offering that enables advertisers and broadcasters to accurately measure media performance to optimise brand impact across linear and digital video. Using data, software, & marketing science, we accurately attribute multiple consumer touchpoint across linear, digital and physical world against the business KPIs to measure efficiencies of their current Media Mix to which we further add the sophisticated cause-and-effect (causal impact) and regressions with all available business and market variables to reveal the optimisation opportunities. Powered by the largest, highest quality commingled TV datasets and data science methodologies built from the ground up, we have created a privacy-compliant suite of solutions for advertisers, agencies and publishers to discover, amplify and analyse the entire path to conversion. SYNC is used by 200+ top advertisers in India optimising their MMM based on SYNC's Brand Attributed Media Modelling.