Simulmedia and Comscore in TV Audience Deal

New York-based TV ad targeting specialist Simulmedia has partnered with Comscore, to integrate the latter's audience segments into its TV+ platform and help clients drive tune-in promotion wherever audiences are watching.

With TV+, Simulmedia enables advertisers and agencies to reach viewers across both linear and streaming TV, at scale and without duplication. The solution's patented forecasting technology offers direct access to more than 250 inventory partners and automated planning, buying, activation and measurement processes.

Simulmedia says incorporating Comscore's custom audience segments based on viewing preferences into TV+ will allow entertainment marketers to target and activate viewers across both data-driven linear and streaming TV. TV+ will be combined with Comscore's custom viewer-based targeting capabilities and the billions of data points from dozens of sources that Simulmedia's platform ingests and synthesizes daily.

Rachel Gantz, GM Activation and Advertising Solutions at Comscore, says the deal will ensure more entertainment marketers are driving viewers to both their new programs and returning favorites. Lori O'Connor, Simulmedia's VP of Sales, West Coast, adds: 'For the first time ever, entertainment marketers can run promotional paid media campaigns across the entire television and streaming footprint with the confidence that they'll reach audiences most interested in tuning in to their new shows'.

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