ComScore Says Multiplatform Deal With Viacom Will Transform How Ads Are Bought

Vantage data platform gains targeting across TV and digital

The newly merged comScore and Rentrak have set their first multiplatform deal with a big client: Viacom.

Today, the companies announced a multi-year cross-platform measurement deal, which will allow Viacom to power its Vantage data platform with comScore's measurement tools. That means advertisers will be able to target specific consumers across Viacom's properties and platforms, ranging from linear TV and digital, to video on demand (VOD), and over-the-top (OTT) services.

It's the first cross-platform agreement since the comScore and Rentrak merger was completed Feb. 1. Last September, the companies first announced plans to merge and take on Nielsen.

"This partnership with comScore marks a fundamental watershed moment in the business of television," said Bryson Gordon, svp, data strategy for Viacom, in a statement. "This revolution in targeting, currency and measurement is the equivalent of shifting from black and white to color. Viacom's longstanding investment in data and innovation and our unique ability to merge creativity and science has positioned us far ahead in the marketplace by delivering what partners crave—the most comprehensive view of the consumer and the most effective way to reach them."

ComScore's tools cover more than 40 million televisions and 120 million VOD users in 210 U.S. markets.

"We are excited to partner with Viacom on a deal that we believe will transform the way that advertising will be bought and sold," said Serge Matta, CEO of comScore, in a statement. "Viacom's expertise in data strategy makes them an ideal first partner to leverage our cross-platform metrics and advanced demographics as a more powerful currency on which to transact. With these new capabilities, Viacom's advertising partners will be the first to benefit from a radically more efficient way of conducting business and reaching the most precise audiences imaginable."

This deal will also bolster Viacom Vantage, which has been one of buyers' favorite data platforms. Viacom has expanded its Vantage suite ahead of the upfront, which it said will simplify data targeting, help clients improve predictive targeting and measure the effectiveness of custom creative marketing campaigns.

The deal helps comScore gain ground in its battle with Nielsen, which is working on its rollout of Total Audience Measurement. The company hopes to have that rolled out in time for this year's upfront.