comScore Adds Smart TV Data Through Inscape Deal

comScore has added Smart TV data to its custom marketing analytics solutions, through a partnership with Inscape, a provider of US opt-in ACR TV viewing data.

Inscape captures viewing data from millions of smart TVs, while providing ACR technologies (automatic content recognition) and cross-screen metrics. comScore says the new data will enhance its solutions for cross-platform lift and ad effectiveness measurement. Specifically, the partnership will bolster ad effectiveness studies designed to help clients understand the extent to which their campaigns met ROI objectives, including purchase behavior and tune-in.

comScore EVP, Commercial Cathy Hetzel (pictured) comments: 'Media fragmentation continues to be a challenge for marketers who are seeking ways to optimize their media investment against the activities and channels that drive the most business impact. Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the sophisticated measurement solutions they need to grow their businesses'.

Web site: www.comscore.com .