Comscore Gets Patent for 'Personifying' Data Approach

Comscore has been granted a U.S. Patent for its technique of 'Personifying Viewership Data', which uses predictive modelling to help marketers understand person level viewing of linear and connected TV.

The approach uses observations of media consumption - from massive samples of passively-collected household-level data - to estimate the demographics of viewers of individual TV programs, including co-viewing. The capability is already integrated into Comscore's digital video, cross-platform and TV solutions, and the firm says it use of big data viewing sources rather than just 'costly panels with more sparse samples' leads to more accurate insights.

US Patent No. 12,114,029 joins more than 130 other Comscore patents, including one awarded this year for its Proximic division's livestream contextual intelligence technology. Others in the past few years have covered content advertisement effectiveness analysis, use of control groups in detecting fraudulent or invalid traffic, the firm's proprietary device graph system for tagging which devices co-located within a household, and techniques for protecting user privacy during the collection of demographic data.

Chief Commercial Officer Steve Bagdasarian (pictured) comments: 'Houses don't watch TV, people do. Today, every advertising dollar needs to work harder, and household-level data does not meet the needs of all marketers. Our patented personified viewing data gives marketers more confidence in demographic targeting both nationally and at the local level which is where customer buying decisions are made'.

Web site: www.comscore.com .