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dentsu Media to use Comscore for Local Television in 2021

Media powerhouse expands partnership with Comscore’s audience and impression-based solutions in local markets

Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, announced that dentsu Media will expand its long-standing partnership with Comscore, adding dentsu’s M1 advanced audiences platform to its local market agreement.

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“We believe in the meaningful progress that our agencies can deliver for our clients through the use of M1’s advanced audience capabilities for local investment, and Comscore’s transformative approach to data and currency makes us even stronger,” said Jennifer Hungerbuhler, EVP, Managing Director, Local Video and Audio Investment, dentsu Media. “Furthermore, the integration of over 10 million additional households into Comscore’s measurement footprint was a real driver for us, and we look forward to transacting on the audience-based data in 2021.”

“We are excited to continue our partnership with dentsu Media,” said Carol Hinnant, Chief Revenue Officer, Comscore. “They are forward thinkers and we are proud to expand our efforts with them.”

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Comscore is a leader in instigating change in television measurement by enabling the adoption of advanced audiences and the move to impressions, which allow the industry to go beyond age and gender and evaluate based on consumer behaviors, interests and lifestyles. The strength of Comscore’s information is driving market share expansion for Comscore’s agency business, which has experienced double-digit year over year growth in new business since 2017.

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Article source: https://martechseries.com/tv-advertising/dentsu-media-use-comscore-local-television-2021/

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