Comscore has revealed that it has made a “significant update” to its Comscore Campaign Ratings (CCR) platform.
The enhancement, the audience measurement company shares, now extends deduplicated audience measurement to the local market level, which can be applied to all programmatic environments and platforms.
Thus, CCR will, for the first time, integrate national and local linear TV, digital, streaming, and social channels. The Trade Desk will be the first demand-side platform to integrate CCR Local market reporting.
“With the introduction of Comscore Campaign Ratings Local (CCR Local), Comscore has effectively bridged the last gap in cross-platform ad measurement, offering advertisers the tools needed for true reach and frequency optimization across the top 100 U.S. local markets, with full coverage of all other local markets to follow,” the company said in a statement on Thursday. “This expansion paves the way for complete local market coverage, revolutionizing how advertisers can harness data for precise, in-flight campaign adjustments across all media types.”
Comscore Chief Commercial Officer Steve Bagdasarian commented, “Comscore has delivered a true cross-platform solution that measures audiences at the hyper-local level, enabling our clients to advertise nationally and optimize locally. Advertisers need measurement partners who can address the scale of where their audiences are. We’re building enterprise-level cross-platform measurement that offers advertisers the ability to seamlessly measure and optimize against their intended audiences with speed and accuracy, whether it is programmatically, directly, nationally or locally.”
