Comscore Receives Patent For Analyzing Effectiveness Of Content Ads
Comscore today announced that the US Patent and Trademark Office has granted it a patent on its System and Method for Analyzing the Effectiveness of Content Advertisements (U.S. Pat. No. 10,929,871).
This patent covers Comscore’s process of determining the effectiveness of Connected TV, over-the-top and other video advertisements by correlating exposure to presented advertisements with the subsequent viewing of the content that was promoted in the advertisements. By allowing for a more accurate picture of the effectiveness of video advertisements, Comscore says, this process enables marketers to more efficiently manage their advertising spend and drive revenue and business growth.
“Comscore is committed to developing tools and solutions that empower marketers to more accurately reach audiences and drive business growth,” said David Algranati, the company’s chief product officer. “This latest patent builds on Comscore’s superior capabilities to measure the effectiveness of advertisements and we are thrilled to add it to our growing suite of product innovation.”