• by Wayne Friedman , September 22, 2022

Comscore says Dentsu will become the first media agency network to partner with the media-measurement company’s advanced audience local TV buying “currency.”

Comscore’s advanced audience data is working in Dentsu’s audience platform M1.

The media agency network will conduct test buys for two clients in top 10 local markets based on impressions. The media buys from the Dentsu clients are planned to go live in early 2023.

The agency network will place buys in local markets using advanced audiences -- extending beyond age/gender-based measures -- across its three U.S. media agencies, Carat, Dentsu X, and iProspect.

All major broadcast stations in the markets and local cable inventory will also participate in these buys. The deal will expand to additional markets next year.

In February 2021, expanding the agency’s deal with Comscore to focus on impressions-based TV viewing data, Jennifer Hungerbuhler, executive vice president and managing director, local video and audio investment, Dentsu Media, said:

“The integration of over 10 million additional households into Comscore’s measurement footprint was a real driver for us, and we look forward to transacting on the audience-based data in 2021.”