Paramount Global this month picked as a currency option for linear and streaming TV in the United States. Trading on the media-measurement company’s data are expected to begin in the first quarter, the companies announced.

The addition of gives marketers and media buyers more ways to help set the value of advertising transactions. Other media-measurement services include Nielsen, Comscore and VideoAmp.

“What we’re doing now is providing optionality for our advertisers and for our clients to select those same datasets to create a standard data flow from strategy to activation to measurement,” Travis Scoles, senior vice president of advanced advertising at Paramount, said in this interview with Beet.TV’s Andy Plesser at the CIMM Summit in New York. The goal is “to best reinforce the learning cycle and let marketers really take advantage of the best information possible to shape what their future plans are.”

Source: iSpot.TV

Scoles said advertisers and media companies can gain greater insights into audiences with the abundance of behavioral signals and data.

“People are digging deeper than they ever have before, and we’re starting to hear topics like identity management and set-top box data versus ACR [automated content recognition],” Scoles said. “People are thinking about it now, and I think that as an industry, we’re all going to get better and smarter as a result.”