Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV


Driving the next media, dentsu will be the first agency network to buy in local markets, leveraging advanced audiences across its three US media agencies, Carat, dentsu X and iProspect, adding a new addressable solution to the agency network’s toolkit. The move signals a significant shift for the local media industry as it seeks to leverage the same data-driven techniques long employed by national buyers.

Comscore and dentsu will conduct test purchases on behalf of two clients in the top 10 local markets based on impressions delivered to advanced audiences built in dentsu’s proprietary M1 audience building platform, with purchases expected to go live in early 2023 . The partnership will be expanded to additional markets over the next year. All major broadcasters in the markets and local cable inventory will also participate in these purchases.

“At dentsu, we pride ourselves on knowing people better than anyone and have pioneered new ways of creating addressable, audience-centric solutions across all media environments. Our local TV shoppers have been unable to take advantage of advances in data-driven shopping for too long,” said Jennifer Hungerbuhler, EVP, Local & Audio Investment, dentsu Media US. “Looking ahead to the next media, the breadth and robustness of Comscore’s local TV dataset coupled with the power of dentsu’s M1 audience intelligence platform gives us new opportunities to respond precisely to the audiences that matter most to our clients and customers most important is value in any market.”

This partnership follows a previous statement in which the companies announced that they are expanding their long-standing partnership and adding the ability to leverage dentsu’s M1 Advanced Audiences within Comscore’s on-premises planning and purchasing records. It also represents the culmination of a two-year proof-of-concept phase led by Comscore’s agency and brand leadership team led by Kathryn Roganti, senior vice president commercial at Comscore, and Karine McMaster, VP, advanced media, local investment at dentsu Media US.

“Comscore has a long history of innovating the way media is bought and sold, and we’re proud to partner with dentsu as they break new ground in the local media industry,” said Carol Hinnant, Chief Revenue Officer , Comscore. “This test will show that progress in handling local media is not only possible, it is necessary.”

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About dentsu International

As part of Dentsu Group, Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new ways to grow in the sustainable economy. Dentsu delivers people-centric solutions and services to achieve better business and societal outcomes. This is provided by five world-leading brands – Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specializations.

Dentsu International’s radically collaborative team of diverse creators unites people, clients and skills through horizontal creativity to help clients create culture, transform society and invent the future.

Powered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists and works with 95 of the world’s top 100 advertisers.

About Comscore

Comscore (NASDAQ: SCOR) is a trusted partner for cross-platform media scheduling, execution and reporting. With a data footprint that combines digital, linear TV, over-the-top and cinema audience intelligence with advanced audience insights, Comscore enables media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence . Comscore is a proven leader in measuring digital, TV audiences and advertising at scale, and the industry’s burgeoning third-party source for reliable and comprehensive cross-platform measurements. To learn more about Comscore, visit

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