The U.S. Patent and Trademark Office has granted Comscore
a patent for its propriety method of personifying TV viewership, enabling advertisers and agencies to understand person-level viewing of linear or CTV, including co-viewing by different persons within
a household.
The method -- which Comscore has already deployed for several years in both its national and local TV audience services, as well as its digital video and cross-platform measurement -- utilizes predictive modeling based on massive samples of passively collected household-level data, and is regarded by advertisers and agencies as a practical and pragmatic solution for understanding what kinds of individual -- ie demographics -- are watching their ads and the programs they viewed in.
While the patent grant has no material effect on advertisers and agencies utilizing Comscore data derived from the method, it is another important vote of confidence for the ad marketplace currency, following on Media Rating Council accreditation of Comscore's services, which utilize the method.
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“Houses don’t watch TV, people do,” Comscore Chief Commercial Officer Steve Bagdasarian quipped in a statement released with this morning's announcement, noting, “Every advertising dollar needs to work harder, and household-level data does not meet the needs of all marketers.”
The figure above illustrates an exemplary system representing the method. The U.S. patent (No. 12,114,029) can be viewed in its entirety here.