Comscore Granted Patent for Personifying Viewership Data to Enhance Audience Measurement and Targeting
Comscore Granted Patent for Personifying Viewership Data to Enhance Audience Measurement and Targeting
Comscore patents technology for person-level viewership data, enhancing demographic insights for marketers using big data analytics.
Quiver AI Summary
Comscore has been awarded a patent for its Personifying Viewership Data, which enables marketers to gain insights into individual-level viewership of linear and connected TV, including co-viewing behaviors, through predictive modeling of large samples of household data. This innovation enhances accuracy in understanding viewer demographics, utilizing extensive data sources rather than relying solely on limited and expensive panels. The technology allows for a privacy-conscious approach to measuring audience exposure and is already integrated into Comscore's cross-platform campaign measurement tools. As noted by Chief Commercial Officer Steve Bagdasarian, this advancement ensures that marketers can effectively target demographics for better advertising outcomes. This patent underscores Comscore's dedication to enhancing measurement capabilities, adding to its portfolio of over 130 U.S. patents in the field.
Potential Positives
- Comscore has been granted a patent for its innovative Personifying Viewership Data, which enhances the ability to analyze audience demographics using predictive modeling.
- This patented technology allows for more precise targeting of advertising, addressing a significant need for marketers to understand person-level viewership rather than relying on less accurate household-level data.
- The integration of this capability into Comscore's existing digital video and cross-platform solutions strengthens its product offerings and positions it as a leader in measurement innovation within the media industry.
- The patent adds to Comscore's portfolio of over 130 U.S. patents, reinforcing its reputation as a trusted partner in providing comprehensive cross-platform measurement solutions.
Potential Negatives
- The announcement of the patent may highlight a perceived reliance on innovative technologies to address existing problems in viewership measurement, suggesting that previous methods may have been inadequate.
- There might be concerns regarding the accuracy and representativeness of predictive modeling based on household-level data, raising questions about the reliability of the insights provided to marketers.
- The emphasis on needing to improve demographic targeting could imply challenges faced by Comscore in maintaining relevance in a competitive marketplace requiring more precise audience datasets.
FAQ
What is Comscore's new patent about?
Comscore's new patent allows marketers to analyze person-level viewership data for linear and connected TV using predictive modeling.
How does personifying viewership data benefit marketers?
This approach provides more accurate audience demographic insights, improving targeting and measurement beyond traditional household-level data.
What is the significance of US Patent No. 12,114,029?
This patent represents Comscore's innovation in measurement solutions, showcasing its commitment to enhancing media analytics with over 130 U.S. patents.
How does Comscore's solution leverage Big Data?
Comscore uses massive samples of passively-collected household-level data to provide accurate demographic estimates and insights into viewer behavior.
Where is this new capability available?
The personified viewing data is integrated into Comscore's cross-platform campaign measurement solution and other reporting and optimization tools.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
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Full Release
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 TV programs. It is already available in Comscore's flagship cross-platform campaign measurement solution, and other Comscore reporting and optimization tools.
"Houses don't watch TV, people do," said Steve Bagdasarian, Chief Commercial Officer at Comscore. "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."
US Patent No. 12,114,029, "Systems and Methods of Personifying Viewership Data" issued by the US Patent and Trademark Office represents the most recent example of Comscore's commitment to measurement innovation, which includes over 130 U.S. patents, including digital and TV solutions.
About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement.
Media
Marie Scoutas
Comscore, Inc.
press@comscore.com
