CHICAGO — Media agency Starcom has placed its bet on comScore as its primary partner for online campaign measurement, and that’s helping streamline negotiations for TV, video and other mediums, says Tracey Paull, Senior VP and Digital Media Director at Starcom.
“As an agency we want to stand behind a single verification platform,” she says, adding that the strategic partnership helps Starcom to focus on making better buys for clients. However, she adds that Starcom will continue to support client work that’s based on Nielsen online data, even though comScore’s VCE is the agency’s preferred partner. The decision helped negotiations during the recent TVs upfronts, she says. “So much of the debate is about which platform to use and we wanted to get beyond the debate,” she explains.
We interviewed Paull in Chicago at the Starcom offices. Paull was a participant in the Beet.TV Programmatic Video Advertising Summit hosted by VivaKi and presented by TubeMogul.