Comscore expands WideOrbit agreement

As part of the arrangement, WideOrbit will introduce Comscore TV, while provides automated TV transactions and audience targeting across markets and demographics.

The partnership will allow the automated buying and selling of advertising inventory from more than 1,700 local TV stations across 210 local markets, allowing advertisers to reach a specific number of impressions in a market rather than making specific programme purchases.

Through the agreement, more than 65 agencies and brands will have access to inventory offered through WideOrbit's sell-side platform, WO Marketplace, powered by Comscore TV information from more than 50 million homes.

WO Marketplace helps local TV stations open new revenue streams with automated access to new demand.

Comscore recently launched Comscore Everywhere, a single-source, cross-platform measurement currency across content, advertising, planning and optimisation.

Bill Livek, chief executive and executive vice-chair at Comscore, said: “The industry has been asking for better automation of TV buying and selling to harness the power of broadcast TV, which remains one of the most effective ways to reach large numbers of consumers.

“We are proud to deepen our longstanding partnership with WideOrbit to help advertisers more efficiently reach audiences across specific markets and demographics.”

Eric Mathewson, founder and chief executive at WideOrbit, said: “The growing demand for automated buying and selling of linear TV highlights the critical importance of offering advertisers timely, relevant data to target audiences across markets and demographics.

“Our partnership with Comscore allows us to provide the data advertisers need for effective targeting, combined with the ease of execution, waste reduction, brand safety, and rate transparency they’ve come to expect.”