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Media Measurement Future of TV Rentrak

Viacom and comScore partner to put viability of cross-platform measurement to the test

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By Adam Flomenbaum, Co-Executive Editor

March 21, 2016 | 2 min read

Linear TV ratings do not paint a complete picture anymore for advertisers looking to reach the audiences they intend to reach; yet much of the industry continues to transact on these incomplete numbers.

Why? The demand for a complete and accurate cross-platform measurement solution preceded its viability.

But if there are two companies that are tackling this issue head on – both on the network side and on the measurement side – they are Viacom and ComScore, respectively.

On Friday, the two companies announced a new multi-year partnership that will enable Viacom and its beefed-up ad products to tap into ComScore’s cross-platform measurement tools. ComScore, in a concerted effort to compete with Nielsen for TV dollars and industry recognition, recently completed a merger with Rentrak.

ComScore’s data spans 40 million TVs and 120 million video-on-demand (vod) users, and also measures digital and OTT. Viacom will feed this data into its suite of Vantage products, which are designed to enable advertisers to reach existing audiences along with “persuadables.” The company recently added two new products to the offering, Vantage Target Discovery and Vantage Instant Audience, ahead of this year's upfronts.

“This partnership with ComScore marks a fundamental watershed moment in the business of television,” said Bryson Gordon, senior vice-president data strategy, Viacom.

“This revolution in targeting, currency and measurement is the equivalent of shifting from black and white to color. Viacom’s longstanding investment in data and innovation and our unique ability to merge creativity and science has positioned us far ahead in the marketplace by delivering what partners crave – the most comprehensive view of the consumer and the most effective way to reach them.”

Let the cross-platform measurement space race begin.

Media Measurement Future of TV Rentrak

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