Comscore and WideOrbit Expand Automated TV Partnership

Comscore and ad management platform WideOrbit have extended their partnership to create a solution called Comscore TV, powering automated TV ad buying and audience targeting across markets and demographics at scale.

The partnership now facilitates the automated buying and selling of advertising inventory from more than 1700 local TV stations across 210 Local Markets, allowing advertisers to reach a specific number of impressions in a market and/or daypart rather than make specific program buys. Through the agreement more than 65 agencies, brands and DSPs (demand-side platforms) will have access to inventory offered through WideOrbit's sell-side platform, WO Marketplace, powered by Comscore TV information from over 50 million homes. According to the firms, more than 96% of US TV households are available to reach via this platform.

The companies have worked together for more than fifteen years, on initiatives such as WideOrbit's recent integration of Comscore's Quick Score local market intelligence into its WO Media Sales product, to enable faster and more precise advertising buying and selling. Eric Mathewson, WideOrbit founder and CEO, says the extended partnership allows his firm to provide the data advertisers need for effective targeting, combined with the ease of execution, waste reduction, brand safety and rate transparency.

Comscore CEO and Executive Vice Chair Bill Livek adds: 'The industry has been asking for better automation of TV buying and selling to harness the power of broadcast TV, which remains one of the most effective ways to reach large numbers of consumers. We are proud to deepen our longstanding partnership with WideOrbit to help advertisers more efficiently reach audiences across specific markets and demographics'.

Web sites: www.comscore.com and www.wideorbit.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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