Comscore and Basis Integrate to Help CTV Measurement

In the US, media automation and programmatic advertising solutions provider Basis Technologies has announced a partnership with Comscore, whose omnichannel ad measurement Campaign Ratings solution (CCR) is being integrated into the Basis platform.

The Basis platform brings together programmatic and direct media buying, workflow automation, cross-channel campaign planning, universal reporting and business intelligence. The firm is headquartered in Chicago with offices servicing North America, South America and Europe.

The deal means users of the Basis advertising automation platform can now easily access Comscore's 'deep person-level insights' for campaign measurement, validation and optimization at the individual market level. Specifically, the companies say it will help advertisers with the challenge of demonstrating the value of CTV advertising, making it easier to measure and compare this channel against the others, and to spotlight incremental reach. The integration promises in-flight optimization of campaigns as well as 'unparalleled granularity'.

'We are excited to collaborate with innovators like Basis Technologies' says Comscore's Chief Commercial Officer Steve Bagdasarian (pictured), 'to enhance programmatic advertising through our omnichannel measurement solutions. This partnership highlights our dedication to boosting programmatic media performance by providing actionable campaign measurement data with precision and speed'.

Basis President Tyler Kelly adds: 'Automating the access to Comscore's insights through our platform gives advertisers vision of campaign reach and incrementality across devices and geographies, which illuminates optimization opportunities that impact ROI'.

The integrated offering will be available next month. Web sites: www.comscore.com and www.basis.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.