Mediaocean To Incorporate comScore Demo Data Into TV Systems

Mediaocean, the big systems/software company for media agencies, has struck a deal for media-measurement company comScore’s demographic data to be included in its national TV-buying systems.

"As an open and neutral software provider, it is critical we give our agency clients access to more than just panel-based data sets and allow them to use preferred data partners and alternative currency methods,” stated Bill Wise, CEO, Mediaocean.

For a long time, Mediaocean used panel-based data sets from Nielsen measurement systems.

Data integration is available starting Thursday for Mediaocean's Spectra OX and DS local TV broadcast systems. In the fourth quarter, it will be available for DARE, a system that sends electronic orders to TV stations.

The data for Mediaocean’s Spectra DS National will be available in first-quarter 2018.

Gian Fulgoni, CEO, comScore, stated: "This integration establishes comScore as a currency for the major ad agency holding companies, independent agencies and media-buying services."



1 comment about "Mediaocean To Incorporate comScore Demo Data Into TV Systems".
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  1. Ed Papazian from Media Dynamics Inc, June 26, 2017 at 7:14 p.m.

    Terrific----- if a buyer isn't interested in knowing who was potentially exposed to the client's ads. To have a meaningful TV buying and selling audience "currency". you must have viewer---not set usage---data.

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