SAN JUAN, Puerto Rico\u2014When it comes to matching consumer datasets, Comscore should be considered more of a chef than someone who actually produces food. \u201cWe offer these audiences tied to the viewing behavior of television and to digital audiences as well. What you have to understand is that we don\u2019t have a hand in creating that first-party data,\u201d says EVP of National TV Carol Hinnant.<\/p>\n
When brands bring data to Comscore, it matches that information through privacy complaint manners to the viewing behaviors generated by its cross-platform data sets. \u201cI think that is the misnomer of when people say \u2018I want to bring this first-party data. You have to then have all of the rights in order to match that,\u201d Hinnant explains in this interview at the recent Beet Retreat 2018<\/a>.<\/p>\n \u201cI do think that is something that needs to be verified and Comscore plays a big role in that we can make sure that it\u2019s matched in the same way,\u201d Hinnant adds. \u201cWe can verify to any agency or brand that wants to come in that this is how we match the data and this is the sizing of that particular segment and this is what was delivered.\u201d<\/p>\n Asked for her thoughts about OpenAP, the audience targeting consortium created by Fox, Turner and Viacom, she sees it as one of the answers to the industry challenge of removing friction in the marketplace. Comscore\u2019s advanced audiences<\/a> was one of the first data sources integrated into the new system.<\/p>\n \u201cI think that the partners have done a good job to pool their inventory and allow any marketer to come in and say, \u2018Yes this the segment I want to trade on and this is the pool of inventory.\u2019 So it does make that process easier.\u201d<\/p>\n