Media agency Dentsu said it will shift its local TV buying to a Comscore-based currency, which will allow it to make transaction based on advanced audiences in all 210 markets. Dentsu media buying units include Carat, Dentsu X and iProspect. Dentsu reached an agreement to use Comscore for local TV measurement in February.
Comscore said that it made a deal with Fox Television Stations in which the stations will use Comscore-based currency to transact advanced audience advertising deals. Financial terms were not disclosed.
Nielsen and agencies have cited a lack of Mediaocean integration as a barrier for new currencies, but VideoAmp and Comscore now have cleared it, and iSpot.tv could be next.
The new Distribution Dynamics and Program Availability Archive illuminate characteristics of content to enable data-driven decisions.
605, a global provider of television and cross-platform measurement, analytics and attribution, announced the availability of Advanced Audiences delivered through 605 EXCHAN6E. Advanced Audiences — the first road-mapped deliverable from 605’s new media trading currency — will be available to customers using Xandr’s sell-side and buy-side advanced TV platforms, Monetize TV and Invest TV, to […]
At a time when the ad industry is developing and testing a variety of alternate currencies for planning and buying media, Comscore has chosen a long-time Madison Avenue media-buying exec as its first “vice president of currency.” Elizabeth Daly, who most recently was VP-group media director of video investment at IPG’s Mediahub Worldwide unit, has been named to lead Comscore’s “currency initiatives,” the company said.
IPG’s Mediahub unit this morning announced a deal with Spanish-language media giant Univision to utilize third-party performance data as a “currency” for ad buys on its media outlets. Describing it as a “first-of-its-kind partnership,” the companies said they would utilize data and analytics from two suppliers — EDO Inc. and DatafuelX — to measure consumer behavior and to “predict engagement performance” for ad campaigns across Univision’s linear TV networks.
The new initiative is designed to “formally mobilize a highly effective group of the top strategic minds in research, analytics and insights from TV publisher companies to accelerate the pace of overdue innovation in media measurement and currency.”