- 13 Maio, 2020

How Comscore and LiveRamp are building the next generation of television and video advertising measurement

We are in a pivotal time of innovation in media and advertising. More than ever, advertisers need audience insights that show them the return on their investments as the world shifts behaviors due to privacy regulations that focus on consumer controls.

That’s why Comscore is thrilled to have launched a new partnership with LiveRamp to combine our companies’ collective television and video intelligence to develop new and innovative privacy-focused services across the advertising ecosystem. We’ll be focusing on building the best advanced advertising solutions available, with an even sharper focus on enabling outcome-based measurement, data activation and a data collaboration environment.

By working together, we can now leverage Comscore’s massive, census-based television footprint and cross-platform advanced audience demographics with LiveRamp’s unrivaled identity and data connectivity solutions, including its outcome-based measurement platform Data Plus Math.

In addition, LiveRamp and Comscore are partnering together to expand their ability to promote access to Comscore’s industry-leading audience activation segments through the LiveRamp Data Marketplace. This will better enable advertisers to access our premium sought after audiences such as live sports watchers, cord cutters, and political audiences. Our partnership includes expansion of Comscore’s Connected TV IFA based audiences, a privacy-forward approach to helping advertisers deliver on targeted reach with their connected TV ad campaigns.

These offerings are only the start to the many innovations we expect from this collaboration. We’ll be sharing additional details throughout 2020 on how our partnership will accelerate the path that the media and advertising industry is already on, to create more addressability at scale on any platform, and to provide better accountability for marketers, better monetization for the sell side, and most importantly, more relevant customer experiences.

To learn more about this new partnership, contact us.