comScore’s Television and Digital Measurement Will Help Agency Create New Targeting Products
comScore announced that data science firm 0ptimus will comprehensively match comScore’s television ratings and digital measurement with 0ptimus’ nationwide custom modeled audiences. Such matching will allow 0ptimus more in-depth political targeting on an individual basis across all marketing channels including TV and digital.
0ptimus, which works with political campaigns and brands to help find key audiences and target media placement, has been a long-time user of comScore, having utilized comScore local television data to develop analytics for election races. With the expanded partnership, 0ptimus will now rely on comScore’s television and digital footprint to match consumer profiles of individuals in homes to gain a full household audience measurement.
“With comScore’s television data, we match our industry-leading consumer profiles and create custom models for our clients to use towards television buys. By matching comScore’s television and digital data with 0ptimus custom modeled audiences, we are able to target on a more individual basis across traditional and digital content,” Scott Tranter, Partner, 0ptimus said.
“0ptimus has been a close partner since comScore’s early days in the political vertical. We look forward to continuing to work with 0ptimus in this expanded relationship to help them create new products that better define and target voters,” Chris Wilson, Chief Revenue Officer, comScore said.
Since its founding in 2013, 0ptimus has been at the forefront of developing innovative data and analytics software platforms. They have designed and delivered data-driven strategies for leading Presidential and Gubernatorial campaigns, Fortune 500 companies, and non-profits around the globe.
comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, comScore’s data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and a global footprint in more than 75 countries, comScore is delivering the future of measurement.