Partnership will also underscore trust in new curated cross-platform advertising marketplace
Comscore, a trusted currency for planning, transacting and evaluating media across platforms, and Xandr, AT&T’s advanced advertising and analytics company, announced that Comscore will be the measurement and currency provider for Xandr’s Addressable offering, inclusive of DIRECTV, Altice USA, and Frontier. The partnership is designed to give advertisers reliable third-party measurement across the leading national live linear addressable footprint.
“We are excited to have Comscore as our addressable measurement partner. We’ve relied on Comscore for our own DIRECTV addressable measurement for more than five years and look forward to extending to our expanded offering. With its years of experience in addressable advertising measurement, Comscore represents a currency that advertisers can rely on,” said Dan Rosenfeld, VP of Data Strategy, Xandr.
By leveraging independent measurement from leading third-party providers in the space, Xandr is committed to providing advertisers access to comprehensive measurement and insights in their Addressable campaigns to improve performance and drive ROI.
Xandr’s Addressable offering is powered by AT&T’s first-party data, combining set-top box data with anonymized subscriber data to create highly targeted consumer segments. With Addressable, advertisers can reach the right audience regardless of time or platform, in both live and playback modes.
“Addressable advertising has been seen as the holy grail of the industry for decades, but it has been held back by an ability to scale,” said Scott Worthem, senior vice president, strategic partnerships for Comscore. “We’re thrilled to partner with Xandr on this industry-leading solution that will make it easier for brands to unlock the value of addressable.”