Comscore Launches CCR Local Service

Comscore has upgraded its Campaign Ratings (CCR) service to extend deduplicated audience measurement to the local market level, and says that for the first time CCR will integrate national and local linear TV, digital, streaming and social channels.

Comscore says CCR Local 'bridges the last gap in cross-platform ad measurement', allowing advertisers to optimize reach and frequency across the top 100 US local markets, with full coverage of all the others to follow. The first DSP to integrate CCR Local reporting will be Ventura, CA-based The Trade Desk.

Comscore Chief Commercial Officer Steve Bagdasarian (pictured) says the company 'has delivered a true cross-platform solution that measures audiences at the hyper-local level, enabling our clients to advertise nationally and optimize locally'. He adds: 'Advertisers need measurement partners who can address the scale of where their audiences are. We're building enterprise-level cross-platform measurement that offers advertisers the ability to seamlessly measure and optimize against their intended audiences with speed and accuracy, whether it is programmatically, directly, nationally or locally'. Ben Sylvan, VP of Data Partnerships at The Trade Desk, says the new offering will be especially useful for auto advertisers and political campaigns, 'where success on the local level is key'.

Web sites are at www.comscore.com and www.thetradedesk.com .