Networks Sign Up For Comscore's Cross-Platform Metrics Product

A+E Networks and AMC Networks have signed up as beta test partners for Comscore’s new cross-platform video ad measurement product, Comscore Campaign Ratings.

The product, originally announced in September, is intended to provide media buyers and sellers with unduplicated measurement of ad campaigns across linear TV, over-the-top (OTT), desktop, and mobile platforms. The product -- which the company says is powered by Hulu -- incorporates feedback from partners to optimize future releases of the product.

Many major TV networks and OTT players have signed up to test it, including ABC, CBS, CNN, Disney, Fox, Freeform, GroupM, NBCUniversal, The CW Network, Turner and Viacom.

The response has been driven by frustration among media buyers when it comes to cross-platform video measurement.

Nielsen, which has a similar Cross-Platform Campaign Ratings product, continues to undergo massive changes, including prospects that it will be selling its Buy division -- its marketing-data service, which has seen declining revenues from big multinational clients.

Back in July, Nielsen said this unit will be “conducting an in-depth strategic review,” which analysts believe could involve divestitures.

In addition, Mitch Barns, CEO of Nielsen, will be retiring by the end of the year.

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