Viacom strikes cross-platform measurement deal with comScore

Viacom has signed a multi-year deal with comScore that covers cross-platform audience measurement.

Viacom says it will have access to comScore’s cross-platform measurement tools and advanced demographic capabilities – which span the linear TV, video-on-demand, digital, and over-the-top environments.

Viacom said it will use the data for its proprietary advertising products, unlocking “maximum value to marketing partners” by delivering a complete view of the consumer.

“This partnership with comScore marks a fundamental watershed moment in the business of television,” claimed Viacom’s senior vice-president of data strategy, Bryson Gordon.

“This revolution in targeting, currency and measurement is the equivalent of shifting from black and white to colour. Viacom’s longstanding investment in data and innovation and our unique ability to merge creativity and science has positioned us far ahead in the marketplace by delivering what partners crave – the most comprehensive view of the consumer and the most effective way to reach them.”