Data-Driven Means Data-Cleaning: Comscore’s Hinnant

SAN JUAN, PR — The new world of digital marketing promises advertisers the ability to link consumer outcomes like sales back to advertising exposure, and so to price ads accordingly. But the emerging focus on “attribution” and “outcomes” doesn’t come as easy as it sounds. “Data is not sexy,” Hinnant says, in this Beet Retreat […]

 

Linear TV Is Going Addressable & National: Comscore’s Hinnant

SAN JUAN, PR — Cable TV operators and other service providers may have been amongst the first to be able to offer their advertisers advanced TV targeting capabilities like dynamic ad replacement. But new advances mean the TV networks which historically run over the operators can also now offer equivalent functionality. “Up until today, addressable […]

 

Cross-Screen Identity Rests On Cooperation, Not Technology: Comscore, NCC Media, Nielsen

A big conundrum in cross-screen audience targeting is the need for cooperation across a multitude of potential partners even as the number of partners continues to multiply. And technology itself isn’t the white knight it was once thought of, judging from a panel discussion at the recent Beet.TV leadership forum. The panel titled Making Identity […]

 

Marketers Should Not Expect One Central Identity Graph: Comscore, NCC Media, Nielsen

Marketers that are seeking to better understand consumers’ identities need to start by earning consumer trust and then build platforms that are “privacy by design” were two main takeaways from a panel at the recent Beet.TV leadership forum. It seems likely there won’t be one central identity graph for each person judging from comments by […]

 

Comscore Raises Curtain On NBCU’s Outcome-Based Movie Campaign Guarantee

Like many companies, Comscore plays an important role in seeking to derive unduplicated reach curves for television audiences, along with other data advancements. It recently played a key role in a project with NBCUniversal in which NBCU guaranteed business outcomes for the first time, in a campaign for the movie The Upside. Comscore’s seat at […]

 

What Is ‘TV’? Hulu, FreeWheel, dataxu, comScore, 4C Execs Discuss

SAN JUAN — If you listen to the tech crowd and if you look at some of the consumer behavior, TV is “dying”. But, if that is the case, how do you explain Netflix? Many executives in the industry have long since moved on from using “TV” to describe the box in the living room connected […]

 

Comscore’s Hinnant On Data Matching And Being In The OpenAP Universe

SAN JUAN, Puerto Rico—When it comes to matching consumer datasets, Comscore should be considered more of a chef than someone who actually produces food. “We offer these audiences tied to the viewing behavior of television and to digital audiences as well. What you have to understand is that we don’t have a hand in creating […]

 

comScore Expanding “Total Home” Cross Screen Measurement

LAS VEGAS — In the days when the desktop web was the only digital screen in town, comScore could rely on measuring online audiences using a software meter. But the proliferation of consumer devices – from phones and tablets, to consoles and connected TVs – has changed all that. In this video interview with Beet.TV, comScore national […]