Comscore Awarded US Patent For Person-Level TV Audience Measurement, Transforming Precision in Media Targeting
comScore, Inc. (SCOR)
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Source: GlobeNewswire
RESTON, Va., Nov. 20, 2024 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, has been granted its patent on Personifying Viewership Data which allows marketers to understand person level viewership of linear or connected TV—including co-viewing—by using predictive modeling based on massive samples of passively-collected household-level data. This new capability, already integrated into Comscore's digital video, cross-platform, and TV solutions, provides more accurate insights into viewer demographics by leveraging Big Data viewing sources rather than only using costly panels with more sparse samples. It provides marketers with a privacy-forward way to measure exposure at the person level, while still benefiting from the scale of big data. Using household-level observations of media consumption, Comscore personification estimates demographics, including age and gender, of the audience watching individual
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