Pilot is a cloud-based campaign and order management platform that integrates person-level insights with viewing data.

The expanded partnership will see Comscore add its person-level local live and digital video recorder data into the Pilot system to help users evaluate and transact on audiences.

The agreement builds on the existing relationship between the two businesses, with both having spent the past year working on application programming interface (API) integration and user experience.

The latest update is designed to provide clients with improvements in targeting precision, proposal automation and post-campaign analysis.

Steve Bagdasarian, chief commercial officer at Comscore, said: “The industry has long sought actionable, person-level insights to power more accurate and effective transactions, particularly at the local level.

“This expansion of our partnership with ShowSeeker enables the real-world application of Comscore’s person-level audience data, bringing a new level of measurement fidelity to the campaign planning and selling process.”

Nick Anaclerio, senior vice-president of product strategy at ShowSeeker, said: “This update gives Pilot users a new layer of precision.

“By integrating person-level data, we’re aligning Comscore insights with the tools teams use to evaluate audiences, build proposals and measure performance, pushing the product in exactly the way our users expect.”

Kevin Dang, director of research and insights at ShowSeeker, added: “Combining the industry’s most advanced audience data set with an everyman’s take on viewership makes planning not just more robust but also more relatable.

“I couldn’t be more proud of our respective product and development teams. This breakthrough represents a collaboration of not only technology, but of shared minds that wanted nothing more than to make measurement make sense.”