New York, USA – ANA’s SeeHer, a global movement to eliminate gender bias in advertising and media, partnered up with media measurement and analytics company Comscore to reveal ‘GEM Audiences’, an industry-first digital planning audience insight tool, at the 2023 ANA Data, Analytics & Measurement Conference. 

Working in conjunction with SeeHer, Comscore created a new way for brands and advertisers to understand the significance of gender equality for their target audiences from their behavior, interests, and attitudes by embedding gender equality attributes in the Comscore Plan Metrix Suite.

GEM Audiences is poised as the new intelligence solution to be the digital standard that helps brands understand, beyond demographics, how to reach and engage consumers with a gender equality mindset.

Talking about the reveal, Christine Guilfoyle, president of SeeHer ANA, said, “SeeHer has continued to advance vital tools that allow marketers and their agencies to embed gender equality in their media planning and buying practices. This ground-breaking measurement system for the ever-evolving digital ecosystem is one that will reach the next generation of consumers like no other has before.”

“We encourage every marketer to critically evaluate and challenge their current system of operating, since consumers, 52% of which are women, say that the accurate representation of women and girls should be a business imperative. Those who tap into what we offer not only experience immense sales success, they join a movement in shaping society for the better. We are incredibly honored to partner with Comscore on this next dimension of world-changing technology,” she added. 

Meanwhile, Danan Ren, senior vice president, head of client insights at Comscore, commented, “This partnership with SeeHer is part of Comscore’s larger effort to amplify the belief that every dollar, every screen, and every person counts as well as the importance of looking past demographics and generalizations for fair representation in audience intelligence. As we bring this to market with SeeHer and the ANA, we hope to engage with more brands who are looking to deepen their audience understanding beyond demographics and quantify the impact of their responsible media initiatives.”

New York, USA – Media measurement and analytics company Comscore and adtech Tremor International have announced a partnership to deliver expanded programmatic CTV audience engagement, which will enable advertisers to reach relevant audiences and publishers to maximise yield on their digital advertising inventory.

Through the partnership, Comscore’s next generation cookie-free ‘Predictive Audiences’ are now available for activation across Tremor International’s end-to-end platform, which encompasses the Tremor Video DSP and the Unruly SSP.

Both clients of Comscore and Tremor International will be able to leverage cookie-free pre-bid audience targeting across desktop, mobile and CTV. Advertisers within the platform will be able to reach granular behavioural audiences based on video-level contextual signals, particularly within CTV environments. 

“As the leading solution in-market for creating a crosswalk between deterministic audience behaviours and privacy-forward contextual signals, Comscore’s Predictive Audiences drive next-level campaign performance for advertisers on Tremor International’s platform,” Tremor International said in a press statement.

Lee Blickstein, vice president for activation solutions at Comscore, said, “We are excited to partner with Tremor International to advance the CTV industry with more effective programmatic advertising. Traditionally, advertisers had to choose between high performing audience targeting tactics and future-proof solutions. Now with Tremor International, we are breaking down this barrier and taking a big step forward in what advertisers can expect from their CTV campaign performance.”

Meanwhile, Jessica La Rosa, VP of partnerships and data operations at Tremor International, commented, “As marketers introduce CTV into their mix, Tremor International is thinking about how we can introduce strong solutions at the outset, so our buyers can build and learn from compelling, relevant ad campaigns for the long-term.”

She added, “We are excited to partner with Comscore on this offering, as it provides a contextual-based solution to the standard third-party audience targeting, which is today powered by cookie IDs and MAIDs. Advertisers get the advantages of the same type of precise and granular audience reach, in a solution that works globally, and in a privacy-compliant manner, across all platforms, especially CTV.”

New York – DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has announced a partnership with Comscore, Inc., a partner for planning, transacting and evaluating media across platforms to develop an integrated media quality verification and audience measurement solution to help advertisers to seamlessly measure the impact of their full media plan.

The new measurement solution will combine data from the DV Authentic Ad, a proprietary, MRC-accredited metric that verifies ads are fully viewed, by a real person, in a brand-suitable environment within the intended geography, with Comscore Campaign Ratings, Comscore’s cross-platform audience measurement solution. 

With the combination of the power of DV Authentic Ad™ and Comscore’s 15 years of measuring audiences across screens, the joint solution aims to allow advertisers to view campaign results across platforms, knowing the audiences were free of invalid traffic, delivered in-view and to the right geography and brand environment.

Mark Zagorski, CEO of DoubleVerify, shared, “Measuring advertising reach is increasingly confronted by questions of veracity in the digital world.” 

Zagorski added, “Digital fraud, conflicted verification solutions and growing identifier friction are challenging traditional measurement. In partnering with Comscore, we are addressing the issue head-on – developing an industry-first measurement solution that combines media quality verification data with audience data to help advertisers maximize campaign performance and drive real business outcomes.”

Meanwhile, Bill Livek, CEO of Comscore, commented, “The industry is simultaneously facing three key megatrends: the search for more accurate deduplicated audience measurement, the mainstream emergence of streaming, and evolving privacy standards.”

He added, “By partnering with DoubleVerify and pairing Comscore Campaign Ratings with their media quality verification data, we can better support the industry with this unique product, and help brands and agencies maximize media quality and performance within their campaigns.”

DV and Comscore plan to launch the joint offering as early as the second quarter of 2022 for a select group of customers.

Singapore – Media measurement and analytics company Comscore has tapped former regional vice president for sales and marketing for SEA at Universal Pictures Han Seng Lim as its new client services lead consultant for Southeast Asia, where he will continue to build on the relationships that Comscore established with both existing and new clients.

He brings into the company more than 20 years of business experience and sales success across the movies industry in Asia.

During his stint at Universal Pictures, he has left a track record in exceeding business goals through market development and building client relationships. Previously, he held a variety of senior roles in the movies industry, including at United International Pictures.

For Frank Perikleous, vice president for movies for APAC and AUS at Comscore, Lim’s experience within the region and his vast understanding of the market will strengthen their insights into the theatrical business in SE Asia. 

He added that with the reopening of many SEA markets after long periods of lockdown, it will be essential that data analytics and collection assist in the rebuilding and growth of the movie industry.

“Along with providing Comscore’s International Box Office Essentials (IBOE) service, which is the world’s leading box office database, Lim will also provide the exhibition community with access to the latest technologies in data analytics and marketing intelligence through leveraging Comscore’s relationships with Showtime Analytics and Gower Street to give the industry unprecedented information, communication platforms and coverage of the region,” Perikleous concluded.

Comscore has been tapped by dentsu Media during this year in order to instigate change in television measurement by enabling the adoption of advanced audiences and the move to impressions.

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.”