Comscore Gets Patent for Content Ad Impact Analysis

Comscore has been awarded a US patent for its 'System and Method for Analyzing the Effectiveness of Content Advertisements'.

The patent covers the firm's process for determining the effectiveness of Connected TV (CTV), over-the-top (OTT) and other video advertisements. Comscore does this by comparing exposure to presented ads with the subsequent viewing of the content promoted in those ads.

Chief Product Officer David Algranati (pictured) comments: 'Comscore is committed to developing tools and solutions that empower marketers to more accurately reach audiences and drive business growth. This latest patent builds on our capabilities to measure the effectiveness of advertisements and we are thrilled to add it to our growing suite of product innovation'.

Web site: www.comscore.com .