Comscore To Provide Measurements To Premion

Comscore and Premion have entered into an agreement for Comscore to be the measurement provider for Premion’s OTT offering.

Part of Tegna Marketing Solutions, Premion is a CTV/OTT advertising platform enabling local, regional and national advertisers to reach desirable audiences in premium, long-form, live and on-demand video programming delivered across a broad array of streaming platforms and devices at scale.

Under the agreement, Premion’s offering will be backed by Comscore’s signature cross-platform video advertising measurement tool, Comscore Campaign Ratings (CCR), which offers an unduplicated view of total audiences across linear TV and digital platforms (including OTT), person-level reach, co-viewing insights and demographics.

“Our advertiser-first strategy is built upon simplification in audience buying, driving transparency and measurable outcomes for advertisers,” said Jim Wilson, president of Premion. “With Comscore, we’re bringing the highest level of accountability by giving advertisers a comprehensive view of campaign performance so they can easily measure and prove the efficacy of their CTV/OTT ad spending.”

“We are excited to work with Premion to deliver innovation that benefits local and regional advertisers, as well as national agencies seeking precise targeting across diverse local markets,” said Steve Walsh, EVP, local markets, Comscore. “OTT advertising is becoming a critical channel for marketers at all levels. Thus, it’s never been more important to not only include OTT measurement in campaign reporting, but to also deduplicate it along with TV and digital channels. Comscore is committed to providing validated content that drives trust in OTT advertising and ultimately enables it to scale, particularly at the local and regional levels.”