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Comscore has signed the first media company to participate in its national addressable TV programmer measurement trials: WarnerMedia.
Under the agreement, which began in late 2020, WarnerMedia is the first to test Comscore’s program, which allows publishers to execute and measure their national linear addressable inventory across multiple MVPD and connected TV providers for the first time.
For WarnerMedia, the Comscore trials are part of its expanding addressable capabilities, which the company highlighted during its upfront presentation last month.
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