How Data Is Transforming TV Advertising: comScore & Alphonso Discuss

Since time immemorial, TV ads have been bought with a blunt instrument – broad age-and-gender demographics of viewers to shows. But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter. At the Beet Retreat, comScore EVP Cathy Hetzel and chief product […]

 
 

AppNexus, Tru Optik Deal Delivers Audiences In 75 Million OTT Households: Tru Optik’s Andre Swanston

Under the partnership announced this week between AppNexus and Tru Optik, publishers will be able to pre-segment their connected-TV inventory and have private marketplace deal ID’s to control access to the inventory. “From a technological and logistical standpoint, it’s really a huge step forward for the entire industry,” says Andre Swanston, CEO and Co-Founder of […]

 
 

OpenAP Audience Buying Consortium ‘A Tipping Point’: comScore’s Cathy Hetzel

Matching data sets for video advertising audience targeting is nothing new to comScore, particularly with Rentrak under its wing. Now with “100 percent market share” of all U.S. video-on-demand transactions, the company is encouraged by what partnerships like the nascent OpenAP consortium represent. Earlier this year, after Fox, Turner and Viacom announced the formation of […]

 
 

Beyond A Clean Supply Chain: Advertisers Focusing On Effectiveness, Says comScore’s Aaron Fetters

ORLANDO – What is considered a “safe” digital advertising environment for one brand might be unacceptable to another. For the latter, blacklisting entire websites or domains is one solution, but it doesn’t have to be that way. This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables […]

 
 

comScore Tracking TV Viewing Data in 35 Million Home with Charter/Spectrum Agreement

If bigger is better for companies like Charter Communications and Time Warner Cable, it’s also a boon to cross-platform measurement providers like comScore. Often overlooked by headlines heralding the continued merging of cable providers are the gains made in tracking consumer behavior and the ability to match it with product and service consumption—benefitting both programmers […]

 
 

Tru Optik & comScore Bring Demographic Ad Buying To Connected TV

When it comes to the connected TV opportunity, many people are most excited about the opportunity to precision-target individual consumers using granular profile data. But that doesn’t mean demographics are done as a targeting mechanism. Tru Optik, a technology vendor that offers a data management platform for over-the-top (OTT) TV advertisers, is now partnering with […]

 
 

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 […]

 
 

Local TV Will Take National Spending: comScore’s Walsh

LAS VEGAS — It is the smaller part of the otherwise-massive US TV advertising business – but local TV operators should ready themselves to gobble up spending from their national peers, if comScore’s Steve Walsh has his way. The media measurement firm’s local TV EVP says local TV has suffered from absent and spotty data that would show increasing […]

 
 

GroupM’s Schwartz Pursues Commercial Impression Count, Shares His Thoughts On OpenAP

Lyle Schwartz isn’t known for sitting back and letting things happen at their own pace, particularly when it comes to television and video audience measurement. GroupM’s President of Investment for North America feels he’s at “the 50-yard line” in his company’s push for the industry to be able to measure commercial impressions across screens, despite […]

 
 

comScore’s Fetters: Digital Buy Side Wants Audience Quality, Ecosystem Cleanup

HOLLYWOOD, Florida – Has the pendulum begun to swing from advertising and media’s preoccupation with digital viewability to audience quality? It’s a trend that comScore executive Aaron Fetters is seeing on the buy side—along with a keen desire to clean up “a mess” of an ecosystem. “We finally seem to be going a little bit […]

 
 

Facebook Instant Articles ‘A Win Financially’ For The Washington Post: CRO Hartman

HOLLYWOOD, Florida – Less than a month after announcing it would publish a daily collection of news stories in Facebook Instant Articles, The Washington Post says the move has been “a win financially,” a positive sign in an era of strained relations between traditional publishers and digital giants. Last summer, the Post was among the first […]

 
 

comScore’s Fulgoni On Internet-Connected Devices And The Future of Media Research

LAS VEGAS – While running Information Resources Inc. beginning in 1980, Gian Fulgoni had an insider’s view of the consumer research business. With comScore now measuring some 120,000 Internet-connected devices within U.S. households, he sees the future of media research requiring lots of cooperation and less reliance on panels. The company’s technology is now in […]

 
 

GroupM’s Gotlieb: Census-Level Data Needed To ‘Join The Dots’ Between TV, Digital

LONDON – Legacy media needs to join digital in using census-level data for audience targeting and attribution, according to Irwin Gotlieb, Chairman of WPP’s GroupM. “If we look at the effect of our media campaigns and try to do proper attribution on them, we have to do it, we have to get legacy media on […]

 
 

Trump’s Campaign Success Has Lessons For Marketers, comScore’s Livek

MIAMI — He famously under-spent his rival on TV ads, making greater hay from late-night tweets and sometimes outlandish monologues. So does Donald Trump’s eventual election suggest a crisis in TV ad effectiveness? When the most important political period in US democracy turns back the clock on what had been accelerating ad spend, is it time […]

 
 

Advanced TV Targeting Early In A ‘Mega Trend’: comScore’s Livek

MIAMI – Bill Livek has many ways to describe advanced advertising targeting—a train, a steamroller, a big snowball. Whatever the metaphor, it’s particularly advanced at the local level, says the President of measurement provider comScore. “The thing that we’re seeing is that advanced targeting is more advanced in local markets,” Livek says in an interview […]

 
 

How comScore Clients Demand Deduplicated Measurement

CANNES — One screen good, two screens better… but, in households with multiple people and multiple devices, how are advertisers and content owners supposed to understand consumption anymore? That’s where media measurement agencies come in – and that’s why digital measurer comScore agreed to merge with TV mesaurement firm Rentrak last year. The outcome – a combined […]

 
 

Attribution Will Make Addressable TV ROI Clear: comScore’s Wilson

CANNES — TV ads targeted at individual households may be more expensive than those traditionally delivered en masse – but extra data that closes the loop between ad spend and sales lift will make things cost-effective in the long run. That’s according to a comScore TV chief. comScore national TV EVP Chris Wilson says his media measurement company […]

 
 

comScore’s Chasin Puts The Meter In The Router

SEVILLE — When comScore launched in the 1990s, it began measuring consumers’ internet browsing habits by installing a software monitor on their PC. Times have changed. A lot. With devices proliferating, online life is no longer about the computer in the study – so comScore is making a move to capture everything, with a new product […]

 
 

Cross-Screen Measurement Is Priority #1: comScore’s Bhatia

SEVILLE — As consumers’ media time has fragmented across a smorgasbord of different devices, comScore is amongst the agencies racing to catch up, by allowing media companies and advertisers to track holistic experiences. “When we talk to our clients, the number one ask is the ability to be able to track and report their audiences and […]

 
 

Panel Debate: comScore vs. Nielsen vs. Rentrak: Finding Friction With Competing Ad Currencies

FORT LAUDERDALE — Fragmented content consumption has given rise to platforms that help advertisers and buyers aiming to put measurement back together. The only problem? They’re fragmented, too! Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at […]

 
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