New Mediabrands Tool Combines comScore, Rentrak Data

Four big names in the marketing and information sphere - comScore, Experian Marketing Services, Rentrak and IPG Mediabrands subsidiary Magna Global - have teamed up to create a new data-driven multiscreen buying platform covering television, online, video and mobile ads.

The new solution builds on Magna's existing AMP program which makes use of data from Nielsen. Known as 'AMP 2.0' or as Magna High Definition Buying (MHDB), the new tool combines Rentrak's household-level viewing data and comScore's digital audience data (including mobile), which are matched and integrated by Experian to form a single source measure of ad exposure and effectiveness. Mediabrands says the solution improves the effectiveness of traditional and programmatic buys by 35%.

Magna's Keith Camoosa, quoted on www.mediapost.com , said the new system was devised 'because it did not exist in an off-the-shelf capacity', and allows his firm to 'ingest CRM data and swap third party partners in and out on behalf of specific clients.'