RESTON, Va., March 1, 2021 /PRNewswire/ -- Comscore (NASDAQ:
SCOR), a trusted partner for planning, transacting, and evaluating
media across platforms, today announced a newly expanded data
agreement with leading global marketing and
corporate communications company Omnicom Group Inc.
(NYSE: OMC). Under the terms of the agreement, Comscore will
provide privacy-safe e-commerce and audience behavioral data to
Omni, the marketing operating system that supports Omnicom's global
network of agencies. Omni identifies and defines personalized
consumer experiences at scale, enabling more relevant and effective
creative development, media planning/buying/optimization and
analytics capabilities for Omnicom clients.
Omnicom is the first holding company to have access to this data
set, which adds an unparalleled level of specificity to Omni's
ability to provide a single view of the consumer that can be
dynamically shared across all marketing practices, enabling highly
targeted advertising campaigns that consistently deliver on the
right time, right message, right place marketing trifecta.
The agreement represents the next evolution of Comscore's
industry-leading Activation suite, which is designed to help
advertisers reach specific demographics, behavioral audiences, and
TV and OTT audiences in brand-safe, relevant contexts across
desktop, mobile, and now Connected TV (CTV) platforms.
"This new Comscore integration gives us unprecedented visibility
into the consumer journey – and that translates to a singular
degree of precision in targeting audiences and creating
end-to-end consumer experiences," says Slavi Samardzija, CEO of Annalect, the Omnicom
data and analytics division that developed and oversees Omni. "It
exemplifies the benefits of our federated and best-in-class
approach to data architecture, which enables us to source data with
the highest level of consumer privacy controls and the most
relevance for our clients."
"As media consumption continues to evolve, Comscore remains
committed to providing audience measurement solutions that are
focused on privacy, accuracy and scale - across all screens," says
John Bulgrin, Senior Vice President,
Comscore. "Integrating Comscore behavioral data into the Omni
operating system will deliver more actionable insights that will
improve outcomes for Omnicom's clients."
About Comscore
Comscore (NASDAQ: SCOR) is a trusted
partner for planning, transacting and evaluating media across
platforms. With a data footprint that combines digital, linear TV,
over-the-top and theatrical viewership intelligence with advanced
audience insights, Comscore allows media buyers and sellers to
quantify their multiscreen behavior and make business decisions
with confidence. A proven leader in measuring digital and TV
audiences and advertising at scale, Comscore is the industry's
emerging, third-party source for reliable and comprehensive
cross-platform measurement. To learn more, visit
www.comscore.com.
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SOURCE Comscore