Buying television inventory programmatically continues to grow along with TV content choices. Comscore is responding by augmenting its audience-targeting offerings, including various personas, according to EVP Anthony Psacharopoulos.<\/p>\n
\u201cI definitely think we\u2019re coming of age, if you will. We\u2019re hitting that critical mass where yes there used to be scarce inventory. But especially with consumer trends we\u2019re seeing more and more of that inventory becoming available,\u201d Psacharopoulos says.<\/p>\n
Comscore is one of many companies that participated in the recent MediaMath Connect All Fronts industry conference in Manhattan. In this Beet.TV interview at the event, Psacharopoulos details Comscore\u2019s latest contributions to planning, transacting and measuring results of advanced-TV campaigns.<\/p>\n
Comscore<\/a> is integrating advanced audiences into programmatic TV so that buyers can continue to venture beyond standard age and gender demos.<\/p>\n \u201cWe\u2019re now introducing new metrics such as show-level exposure and dayparts and exposure to linear TV advertising,\u201d says Psacharopoulos.<\/p>\n \u201cWe\u2019re even getting into personas, believe it or not, whereby we\u2019re now making available to the buying community the ability to buy based on people who were exposed or engaged with the World Series or the Stanley Cup or the Super Bowl.\u201d<\/p>\n Also for programmatic TV, Comscore has metrics showing heavy, medium and light OTT and SVOD subscribers, as well as online gamers. \u201cWe\u2019re trying to respond to what we\u2019re hearing from the buying and selling community.\u201d<\/p>\n Psacharopoulos says the industry wants trusted, third-party metrics that incorporated advanced-audiences insights. \u201cWe\u2019re fundamental believers in the way in which we should be doing that is not from a single-source basis, given all the known issues from single-source type solutions.\u201d<\/p>\n