Comscore and Vividata Link for Canadian Launch

Comscore has rolled out its Plan Metrix Multi-Platform service in Canada, through a partnership with not-for-profit multi-media and consumer behaviour specialist Vividata. The deal combines digital audience intelligence from Comscore with Vividata's range of consumer data.

Launched a year ago, Plan Metrix Multi-Platform integrates data on consumers' desktop and mobile behavior with information about their lifestyles, interests, attitudes and demographics, while reporting thousands of different attributes across a range of lifestyle interests and activities. It adds to Comscore's psychographic digital media planning tool Plan Metrix, further aligning the latter's reporting with the firm's flagship digital audience product, Media Metrix Multi-Platform.

The Canadian launch links Comscore's intelligence with Vividata's database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across more than 150 categories. 'Plan Metrix Multi-Platform Powered by Vividata' reports attributes of Canadian consumers across a range of categories, with data available to subscribing clients through the Comscore user interface, allowing for segmentation by device, media type and ad consumption measures.

Bryan Segal (pictured), Comscore's SVP, Commercial says the partnership will provide existing and new clients with enhanced consumer segmenting and targeting based on an unduplicated total digital population. He adds: 'We are pleased to offer our clients person-centric insights within robust data sets, which are better aligned with how digital media is analyzed and planned today'.

Web sites: www.comscore.com and www.vividata.ca .