Comscore Integrates with datafuelX

Comscore has announced an integration with predictive analytics platform datafuelX, allowing ad buyers to transact using its currency, within the systems they already use, for linear buying on both advanced audiences and traditional age-and-gender demographics.

datafuelX was established by long-time media industry execs Jay Amato, Howard Shimmel and Spencer Lambert, to provide clients with predictive analytics solutions for forecasting and optimizing advertising audiences and outcomes. Its solutions cover cross-platform video, including linear TV and Connected TV (CTV) campaigns.

As part of the integration, Comscore is also giving datafuelX users access to advanced audience segments developed with its marketplace partner OpenAP.

'By bringing the full range of Comscore's age-and-gender demographics into datafuelX,' says Comscore EVP of Commercial Tara Gotch, 'our clients can use the audiences they transact on, plan, forecast and optimize with inside the same workflow they already use to run their business with. Currency choice becomes far more powerful when the measurement can be used throughout the transaction lifecycle, from the initial plan through to the final guarantee.' Dan Aversano, CEO of datafuelX adds: 'Building Comscore directly into our platform means network groups don't have to choose between the currency they want and the workflow they already rely on. They get both.'

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