RESTON, Va., Sept. 15, 2021 /PRNewswire/ -- Comscore
(NASDAQ: SCOR), a trusted partner for planning, transacting, and
evaluating media across platforms, today announced it has invented
the next generation of personification methodology created to bring
person-level measurement to its video products. This improved
methodology aligns with our long-time strategy to leverage data at
scale and is paving the way for continued and expanded reporting on
person-level behavior based on Comscore's world-class
household-level information. Comscore will be working with its
buy-side and sell-side clients to iterate the innovation and build
a true partnership with its client base.
This personification methodology is a process that estimates
which person or persons in a household are viewing a given unit of
content. Comscore's new approach will take full advantage of its
massive and passive viewership behavior, thereby mitigating the
small sample size and panel bias that is inherent in the current
third-party framework. The result will be consistent reporting of
person-level viewership estimates in a superior method at granular
levels in multiple contexts.
"I am very proud to announce this measurement innovation, as it
represents another major step in Comscore's independence from
third-party legacy solutions that are failing and more directly
aligns with our cross-platform vision," said David Algranati, Chief Product Officer,
Comscore. "Our Analytics and Innovation teams have been conducting
R&D on potential solutions for a new and improved
personification method for several years. Comscore's
personification will be a proprietary blend of data sources that
will evolve alongside other methodology components, adhering to our
principle of using the best-in-class data assets for each segment
of the media landscape."
Comscore's personification solution will be developed and
deployed over time to complement the advantages of household
advanced audiences enhanced impression-level reporting for our
products and analyses.
About Comscore
Comscore (NASDAQ: SCOR) is a 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 allows media buyers and sellers to
quantify their multiscreen behavior and make 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. To learn more about Comscore, visit
www.comscore.com.
Cautionary Note Regarding Forward-Looking
Statements
This press release contains forward-looking statements within
the meaning of federal and state securities laws, including,
without limitation, our expectations, plans and opinions regarding
methodology development, product innovation and enhancement, client
needs and evolving industry trends. These statements involve risks
and uncertainties that could cause actual events to differ
materially from expectations, including, but not limited to,
changes in our business or methodology, changes or delays in
product development, client acceptance, external market conditions,
evolving privacy and regulatory standards, and our ability to
achieve our expected strategic and operational plans. For
additional discussion of risk factors, please refer to our Annual
Reports on Form 10-K, Quarterly Reports on Form 10-Q, and other
filings that we make from time to time with the U.S. Securities and
Exchange Commission (the "SEC"), which are available on the SEC's
website (www.sec.gov). Investors are cautioned not to place undue
reliance on our forward-looking statements, which speak only as of
the date such statements are made. We do not intend or undertake,
and expressly disclaim, any duty or obligation to publicly update
any forward-looking statements to reflect events, circumstances or
new information after the date of this press release, or to reflect
the occurrence of unanticipated events.
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SOURCE Comscore