{"id":687952,"date":"2022-09-22T08:03:28","date_gmt":"2022-09-22T12:03:28","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/"},"modified":"2022-09-22T08:03:28","modified_gmt":"2022-09-22T12:03:28","slug":"dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/","title":{"rendered":"Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV<\/b><\/p>\n<p class=\"bwalignc\"><i>Dentsu becomes first media agency network to partner with Comscore to advance beyond age\/gender-based currencies in local TV <\/i><\/p>\n<p>RESTON, Va.&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nComscore, Inc. (Nasdaq: SCOR), today announced a partnership with dentsu enabling the agency network to shift local TV buying to a Comscore-based currency, which supports transactions on advanced audiences in all 210 local markets.\n<\/p>\n<p>\nAs a driver of what\u2019s next in media, dentsu will be the first agency network to place buys in local markets using advanced audiences across its three US media agencies, Carat, dentsu X, and iProspect, adding a new addressable solution to the agency network\u2019s toolkit. The move signals a significant shift for the local media industry as it seeks to utilize the same data-driven techniques that have been long employed by national buyers.\n<\/p>\n<p>\nComscore and dentsu will conduct test buys on behalf of two clients in top 10 local markets based on impressions delivered to advanced audiences built in dentsu\u2019s proprietary audience-building platform M1, with buys planned to go live in early 2023. The partnership will expand to additional markets throughout next year. All major broadcast stations in the markets and local cable inventory will also participate in these buys.\n<\/p>\n<p>\n\u201cAt dentsu we pride ourselves on knowing people better than anyone else and have been at the forefront of unlocking new ways to create addressable, audience-first solutions across media environments. For too long, our local TV buyers have been unable to reap the benefits of advances in data driven buying,\u201d said Jennifer Hungerbuhler, EVP, Local &amp; Audio Investment, dentsu Media US. \u201cAs we look to what\u2019s next in media, the scale and stability of Comscore\u2019s local TV dataset, coupled with the power of dentsu\u2019s M1 audience intelligence platform, enable new opportunities for us to precisely transact on the audiences that matter most to our clients and drive value in every market.\u201d\n<\/p>\n<p>\nThis partnership follows <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.comscore.com%2FInsights%2FPress-Releases%2F2021%2F2%2Fdentsu-Media-to-Use-Comscore-for-Local-Television-in-2021&amp;esheet=52922771&amp;newsitemid=20220922005285&amp;lan=en-US&amp;anchor=a+previous+statement&amp;index=1&amp;md5=941b3be6d82ffd205f252d087bd42bde\">a previous statement<\/a> in which the companies announced that they were expanding their long standing partnership and adding the ability to utilize dentsu\u2019s M1 advanced audiences within Comscore\u2019s local planning and buying datasets. It also represents the culmination of a two year proof of concept phase led by Comscore\u2019s agency and brand leadership team helmed by Kathryn Roganti, Senior Vice President Commercial at Comscore, and Karine McMaster, VP, Advanced Media, Local Investment at dentsu Media US.\n<\/p>\n<p>\n\u201cComscore has a long history of innovating the way media is bought and sold, and we are proud to partner with dentsu as they break new ground in the local media industry,\u201d said Carol Hinnant, Chief Revenue Officer, Comscore. \u201cThis test will demonstrate that advancements in how local media is transacted are not only possible but necessary.\u201d\n<\/p>\n<p>\nTo learn more about Comscore\u2019s video currency, visit: <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.comscore.com%2FProducts%2FTelevision%2FLocal-TV-Measurement&amp;esheet=52922771&amp;newsitemid=20220922005285&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.comscore.com%2FProducts%2FTelevision%2FLocal-TV-Measurement&amp;index=2&amp;md5=9a205bc4ce3dbbbc33f31530d5dfe94c\">https:\/\/www.comscore.com\/Products\/Television\/Local-TV-Measurement<\/a><\/p>\n<p><b>About dentsu International<\/b><\/p>\n<p>\nPart of Dentsu Group, Dentsu International is a network designed for what\u2019s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands &#8211; Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms.\n<\/p>\n<p>\nDentsu International\u2019s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future.\n<\/p>\n<p>\nPowered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers. <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.dentsu.com&amp;esheet=52922771&amp;newsitemid=20220922005285&amp;lan=en-US&amp;anchor=www.dentsu.com&amp;index=3&amp;md5=1d8d64acb3ad15760e8278330870683c\">www.dentsu.com<\/a><\/p>\n<p><b>About Comscore<\/b><\/p>\n<p>\nComscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry\u2019s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.comscore.com%2F&amp;esheet=52922771&amp;newsitemid=20220922005285&amp;lan=en-US&amp;anchor=www.comscore.com&amp;index=4&amp;md5=8ff5ea4fbc825b570a2f7d901ce22c87\">www.comscore.com<\/a><\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20220922005285r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20220922005285\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20220922005285\/en\/<\/a><\/span><\/p>\n<p>\nSara Serbanoiu<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:sserbanoiu@daddibrand.com\">sserbanoiu@daddibrand.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> Virginia United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Technology Entertainment Marketing Advertising Communications Other Entertainment Networks TV and Radio Data Management<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20220922005285\/en\/1579886\/3\/Comscore_Logo_Color.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV Dentsu becomes first media agency network to partner with Comscore to advance beyond age\/gender-based currencies in local TV RESTON, Va.&#8211;(BUSINESS WIRE)&#8211; Comscore, Inc. (Nasdaq: SCOR), today announced a partnership with dentsu enabling the agency network to shift local TV buying to a Comscore-based currency, which supports transactions on advanced audiences in all 210 local markets. As a driver of what\u2019s next in media, dentsu will be the first agency network to place buys in local markets using advanced audiences across its three US media agencies, Carat, dentsu X, and iProspect, adding a new addressable solution to the agency network\u2019s toolkit. The move signals a significant shift for the &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-687952","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV Dentsu becomes first media agency network to partner with Comscore to advance beyond age\/gender-based currencies in local TV RESTON, Va.&#8211;(BUSINESS WIRE)&#8211; Comscore, Inc. (Nasdaq: SCOR), today announced a partnership with dentsu enabling the agency network to shift local TV buying to a Comscore-based currency, which supports transactions on advanced audiences in all 210 local markets. As a driver of what\u2019s next in media, dentsu will be the first agency network to place buys in local markets using advanced audiences across its three US media agencies, Carat, dentsu X, and iProspect, adding a new addressable solution to the agency network\u2019s toolkit. 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(Nasdaq: SCOR), today announced a partnership with dentsu enabling the agency network to shift local TV buying to a Comscore-based currency, which supports transactions on advanced audiences in all 210 local markets. As a driver of what\u2019s next in media, dentsu will be the first agency network to place buys in local markets using advanced audiences across its three US media agencies, Carat, dentsu X, and iProspect, adding a new addressable solution to the agency network\u2019s toolkit. The move signals a significant shift for the &hellip; Continue reading \"Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/","og_site_name":"Market Newsdesk","article_published_time":"2022-09-22T12:03:28+00:00","og_image":[{"url":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20220922005285r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV","datePublished":"2022-09-22T12:03:28+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/"},"wordCount":746,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/#primaryimage"},"thumbnailUrl":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20220922005285r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/dentsu-and-comscore-partner-to-transact-on-advanced-audiences-in-local-tv\/","name":"Dentsu and Comscore Partner to Transact on Advanced Audiences in Local TV - 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