Press release
Comcast Advertising and Comscore Expand Partnership to Provide Increased Accuracy for Identity Resolution in Cross-Platform Measurement for TV Advertising
Enhanced partnership will allow Comscore clients to tap into the power of Comcast Advertising’s Signal Authentication solution to increase fidelity of
About this update from Comcast Corporation
[{"type":"text","content":"\nEnhanced partnership will allow Comscore clients to tap into the power of Comcast Advertising’s Signal Authentication solution to increase fidelity of measurement and attribution.\n\n\n NEW YORK--(BUSINESS WIRE)--\nToday, Comcast Advertising, the advertising division of Comcast, and Comscore, a trusted currency for planning, transacting, and evaluating media across platforms, announced an expanded partnership to allow for enhanced cross-platform signal validation powered by Comcast Advertising’s Signal Authentication offering.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240801846339/en/\nComcast Advertising’s Signal Authentication service offers a privacy-first scaled solution across close to 32 million U.S. households to deliver a new standard of accuracy and understanding of reach and frequency as well as attribution measurement across linear and streaming TV, ultimately giving the industry stronger ID resolution for media campaigns. The service announced earlier this year delivers a standard of accuracy that has not been available in the market until now.\n\n\n“Signal loss and data quality are greatly impacting the ability for advertisers to understand how they are reaching their target audiences, and how their media campaigns are performing,” said Carmela Fournier, Vice President and GM, Data, Comcast Advertising. “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.”\n\n\nWith this new component of the partnership, Comscore clients can utilize the Comcast Advertising solution to more confidently reach audiences and measure ad performance across linear and streaming campaigns. With a stronger understanding of media effectiveness and knowing which ads drove which actions, clients will also be able to improve budget allocation across media properties and optimize future campaigns.\n\n\n“Our clients are facing many challenges, ...