Comscore has brought to market what it’s heralding as “a true single-source unified cross-platform measurement solution.”
Once one wades through the marketing language in the company’s announcement, the goal from Comscore is for the new product to become the unified way people use Comscore (similar to audience measurement giant and rival Nielsen’s approach with ONE) to get holistic audience measurement.
Introducing “Comscore Everywhere,” an offering that the company believes can provide “a comprehensive, consistent, and deduplicated view of media consumption and audience intelligence—across media and screens—to accurately capture the realities of the modern media consumption.”
Furthermore, the company believes Comscore Everywhere represents “a seamless blend” of media platforms, with “proper deduplication and contextualization to inform the media transaction marketplace in a way that is stable, accurate, fair, reliable, and reflective of true consumer behavior.’
Lastly, Comscore Everywhere is designed to create a common comparable “Audience Definition” across media and screens powered by a singular dataset and methodology, the company says.
“Consumers don’t think in terms of linear versus streaming versus digital—they think of content,” said David Algranati, Chief Product Officer at Comscore. “Measurement must reflect that reality, and with today’s launch, Comscore is the only measurement company with the experience, scale, technology, combined with unique big data assets, innovative methodologies, and best-in-class services to deliver on the future of cross-platform media measurement.”
And, with today’s launch, Comscore says it will be working closely with its buy-side and sell-side partners “to refine the methodology to holistically combine television, connected TV, digital and social media assets into one offering – enabling reach and frequency planning with advanced audience capabilities.”
While the announcement is oozing with flowery PR language, the launch of Comscore Everywhere is another step toward addressing marketers’ and CMOs’ needs for the best omniplatform measurement opportunities available.
Comscore Exec. Vice Chair and CEO Bill Livek comments, “As the fragmentation of consumer media consumption habits accelerates, the need for a holistic audience intelligence platform is more urgent than ever. With the launch of Comscore Everywhere, we have taken the lead on providing the currency of the future.”
The timing of Comscore’s announcement may been as reactionary by some industry observers, as Nielsen on Tuesday (1/4) unveiled a new product designed to allow Connected TV operators and advertisers to better understand who is watching a show within the household.
Named “Streaming Signals,” the product is being heralded by the nation’s dominant audience measurement and consumer data analytics firm as a “first-of-its-kind solution” that unbundles household viewing.
