NEWS5 July 2021

Comscore partners with TheWrap on audience measurement

Media New business News North America

US – Media evaluation company Comscore has agreed to provide digital audience measurement to news and entertainment publication business TheWrap.

TV analytics abstract image

The agreement will allow TheWrap to access Comscore’s Media Metrix Multi-Platform tool, which allows users to combine consumers’ behaviours on desktop and mobile with audience information to identify advertising opportunities.

Media Metrix includes tools to measure the consumption habits of digital audiences and insights into audience size, demographic composition, engagement and behavioural trends.

Carol Hinnant, chief revenue officer at Comscore, said: “We are excited to begin working with TheWrap team and help them with advanced insights that can optimise audience engagement and maximise their revenue opportunities.”