Comscore Launches Cross-Platform Ad Measurement Thingy

You will be completely unsurprised to learn that ad measurement remains a top challenge for marketers as we head into 2022, according to this Mediaocean poll. Slightly more newsworthy: Comscore has launched a “true single-source unified cross-platform measurement solution” to help resolve the issue. Comscore Everywhere promises deduplicated audience measurement across linear and connected TV, digital ads, and social media, with connections to retail and online shopping results.

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IT Leaders Prioritize Integrated Data Prep Over Self-Service Options: TWDI Study

January 10, 2022

Respondents to this TDWI survey see more technical than organizational obstacles to data-driven decisions: data quality ranks first (61%) followed by lack of a unified view (43%).   The group prioritized end-to-end integration of data prep (45%) over self-service options (30%), and just 40% have a comprehensive plan to move data into the cloud.  Moral of the story: IT folks are more conservative about their tech than you might think.

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Nielsen Promises to Identify CTV Viewers in Real Time

January 7, 2022

Current ad measurement champ Nielsen has been on the ropes but they did recently counterpunch with Streaming Signals, which promises to say who within a household is currently watching a connected TV show, so advertisers can bid on programmatic ads accordingly.  That would be a good trick but it seems they’re just making assumptions about the type of person who watches each show.  So the real trick is avoiding the term “contextual”.

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