An email has been sent to your address with instructions for changing your password.
There is no user registered with this email.
Sign Up
To create a free account, please fill out the form below.
Thank you for signing up!
A confirmation email has been sent to your email address. Please check your email and follow the instructions in the message to complete the registration process. If you do not receive the email, please check your spam folder or contact us for assistance.
Welcome to our platform!
Oops!
Something went wrong while trying to create your new account. Please try again and if the problem persist, Email Us to receive support.
Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV
Rhea-AI Impact
(Low)
Rhea-AI Sentiment
(Very Positive)
Tags
partnership
Rhea-AI Summary
Comscore (NASDAQ: SCOR) has partnered with dentsu, marking a first in the media agency network landscape. This collaboration aims to transition local TV buying to a Comscore-based currency, enabling transactions based on advanced audiences across all 210 local markets. Initial test buys will occur in early 2023 with clients in top 10 local markets utilizing data from dentsu's M1 audience-building platform. This move is expected to modernize local media buying processes and enhance audience-targeting capabilities.
Positive
Partnership with dentsu to advance local TV buying using Comscore's data-driven currency.
First media agency to utilize advanced audience transactions across all 210 local markets.
Potential to enhance audience targeting through dentsu's M1 platform.
Negative
None.
Dentsu becomes first media agency network to partner with Comscore to advance beyond age/gender-based currencies in local TV
RESTON, Va.--(BUSINESS WIRE)--
Comscore, Inc. (Nasdaq: SCOR), today announced a partnership with dentsu enabling the agency network to shift local TV buying to a Comscore-based currency, which supports transactions on advanced audiences in all 210 local markets.
As a driver of what’s next in media, dentsu will be the first agency network to place buys in local markets using advanced audiences across its three US media agencies, Carat, dentsu X, and iProspect, adding a new addressable solution to the agency network’s toolkit. The move signals a significant shift for the local media industry as it seeks to utilize the same data-driven techniques that have been long employed by national buyers.
Comscore and dentsu will conduct test buys on behalf of two clients in top 10 local markets based on impressions delivered to advanced audiences built in dentsu’s proprietary audience-building platform M1, with buys planned to go live in early 2023. The partnership will expand to additional markets throughout next year. All major broadcast stations in the markets and local cable inventory will also participate in these buys.
“At dentsu we pride ourselves on knowing people better than anyone else and have been at the forefront of unlocking new ways to create addressable, audience-first solutions across media environments. For too long, our local TV buyers have been unable to reap the benefits of advances in data driven buying,” said Jennifer Hungerbuhler, EVP, Local & Audio Investment, dentsu Media US. “As we look to what’s next in media, the scale and stability of Comscore’s local TV dataset, coupled with the power of dentsu’s M1 audience intelligence platform, enable new opportunities for us to precisely transact on the audiences that matter most to our clients and drive value in every market.”
This partnership follows a previous statement in which the companies announced that they were expanding their long standing partnership and adding the ability to utilize dentsu’s M1 advanced audiences within Comscore’s local planning and buying datasets. It also represents the culmination of a two year proof of concept phase led by Comscore’s agency and brand leadership team helmed by Kathryn Roganti, Senior Vice President Commercial at Comscore, and Karine McMaster, VP, Advanced Media, Local Investment at dentsu Media US.
“Comscore has a long history of innovating the way media is bought and sold, and we are proud to partner with dentsu as they break new ground in the local media industry,” said Carol Hinnant, Chief Revenue Officer, Comscore. “This test will demonstrate that advancements in how local media is transacted are not only possible but necessary.”
Part of Dentsu Group, Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands - Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms.
Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future.
Powered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers. www.dentsu.com
About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, visit www.comscore.com
What is the significance of the Comscore and dentsu partnership?
The partnership allows dentsu to use Comscore's data-driven currency for local TV buying, improving audience targeting and modernizing the local media buying process.
When will the test buys start for Comscore and dentsu?
The test buys are planned to go live in early 2023.
Which markets will be affected by the Comscore and dentsu partnership?
The partnership will initially focus on top 10 local markets based on impressions delivered to advanced audiences.
What are the benefits of using Comscore's data for local TV buying?
Using Comscore's data enables more precise audience targeting and transactions, enhancing the efficiency of local media buying.
How many local markets will Comscore's currency support?
Comscore's currency will support transactions across all 210 local markets.
