Comscore has extended its agreement with Dish
Media to include licensing de-identified viewership data from Dish's virtual MVPD Sling TV, in addition to Dish's set-top box.
The expanded agreement includes continued cross-platform
measurement of advanced advertising and content via Comscore TV products.
Comscore will have first-party matching rights that will help improve accuracy of campaign results and national
addressable measurement of programming networks, accelerating its push to offer census-based audience measurement and reporting at scale across linear and OTT programming, the measurement service
said.
Comscore will offer dynamic ad insertion (DAI) measurement of addressable advertising on Dish video-on-demand content on set-top boxes, Dish Anywhere and on third-party OTT apps with
authenticated Dish credentials.
Comscore, the first independent measurement service to gain rights to measure national addressable on the Dish and Sling TV footprints, has "built the
largest viewing dataset of second-by-second viewership data that is aggregated across all premium video providers from the device, to the household, to zip code, to the market and to the
nation,” stated CEO Bill Livek.