Comscore is seeking a “holistic view” of audience behavior because newly “thrifty” advertisers are demanding accurate data on the effectiveness of ad spend.

In this video interview with Beet.TV, CEO Bill Livek says the COVID-19 pandemic is pushing more brands to seek even greater accountability.

To that end, he hopes a recently-inked partnership with ad-tech supplier LiveRamp can help.

In May, the pair announced a partnership to “combine our companies’ collective television and video intelligence”.

That combination includes pairing Comscore’s census-based TV footprint and audience demographics with LiveRamp’s identity solutions.

Comscore’s audience activation segments – for groups like live sports watchers, cord cutters and political audiences – will be promoted through LiveRamp Data Marketplace.

Merged datasets

For Livek it is one more step to creating “reliable TV information”

“LiveRamp has a wonderful reach,” says Livek, in this video interview with Beet.TV.

“They have created a safe haven where customers feel safe putting their database and merging it with other data sets.

“We’re looking forward to having LiveRamp use our information through their Data Plus Math platform.”

Multi-screen insight

It all matters, Livek says, because, in the multi-device, multi-screen era, truly understanding how different channels are used is critical.

For example, Livek says, whilst working at home, he uses one TV screen for business news, the other for entertainment. Understanding how and why different screens are used, thus, becomes important to understanding and connecting consumers’ position in buying cucles.

“We’re seeing on some information sites and entertainment sites, exponential increases in viewing and entertainment minutes, and the number of impressions,” Livek adds.

“If there is one trend coming out of this, I think it will be that advertisers are going to become more thrifty. And if they’re more thrifty, they’re going to rely on more accountability, and they’re going to want to know that their ad reached the homes that have the potential to buy their product.