Virginia, USA – dentsu Media has expanded its existing partnership with media analytics company Comscore which will add dentsu’s M1 advanced audiences platform to its local market agreement.
One of Comscore’s services is instigating change in television measurement by enabling the adoption of advanced audiences and the move to impressions, which allow the industry to go beyond age and gender and evaluate based on consumer behaviors, interests and lifestyles.
“We believe in the meaningful progress that our agencies can deliver for our clients through the use of M1’s advanced audience capabilities for local investment, and Comscore’s transformative approach to data and currency makes us even stronger,” said Jennifer Hungerbuhler, EVP, managing director, local video and audio investment at dentsu Media.
She added, “Furthermore, the integration of over 10 million additional households into Comscore’s measurement footprint was a real driver for us, and we look forward to transacting on the audience-based data in 2021.”
Meanwhile, Carol Hinnant, chief revenue officer at Comscore commented, “We are excited to continue our partnership with dentsu Media. They are forward thinkers and we are proud to expand our efforts with them.”