Comscore and Comcast Advertising Extend Partnership

Comscore has extended its partnership with Comcast's Advertising division, to make the latter's cross-platform Signal Authentication solution available to the former's clients.

Comcast Advertising combines an ad sales division, Effectv, which helps local, regional and national advertisers connect with their audiences across screens, target and measure their campaigns; and a media and tech arm, FreeWheel, which facilitates the buying and selling of media.

The division launched Signal Authentication five months ago, promising to improve the accuracy of cross-screen reach and frequency analysis. The solution uses Blockgraph technology to provide more accurate data for reach and frequency measurement, cross-device frequency optimization and attribution measurement: partners submit ad logs, web analytics or attribution data and receive back verification that the ad exposures or events were delivered to an authenticated residential household from the c.32 million on the company's database.

Comscore says the deal will increase its clients' confidence in reaching and measuring audiences for linear and streaming campaigns. 'Our clients are facing many challenges', opines Chief Commercial Officer Steve Bagdasarian, 'especially in understanding the true impact of their advertising due to signal loss and privacy regulations. We're excited to expand our long-time partnership with Comcast Advertising to enhance identity resolution capabilities'.

Carmela Fournier, VP and GM, Data at Comcast Advertising adds: 'Since Comcast Advertising's solution is based on deterministic household signals across millions of households, we are able to offer reliable, privacy-forward signal authentication at scale. We're excited to further our partnership with Comscore as they become one of the first measurement companies to tap into this service to provide clients a better understanding of their campaign performance and drive improved business results, while upholding the highest standards of consumer privacy'.

Web sites: www.comcastadvertising.com and www.comscore.com .