MediaScience, comScore join forces on cross-platform ad research
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Louise Duffy
| 26 June 2019

Measurement firm comScore has linked up with lab-based research specialist MediaScience to provide insights into how advertising works in the digital era.

The companies will produce research that addresses how and why cross-platform advertising works, as well as measurement of audience size, behaviour, engagement and effect.

They will also work together on developing client-specific solutions, including cross-platform and brand integration research, and will innovate the measurement of in-room attention and engagement for over-the-top advertising.

Jeff Boehme, senior vice president of TV Research at comScore, said: “comScore is extremely excited to be working closely with MediaScience on innovative studies to establish critical benchmarks of cross-platform success. comScore’s massive scale of passively-collected audience consumer metrics combined with MediaScience’s global expertise in biometric and neuroscience applications will provide programmers, publishers and advertisers with key learnings to enhance their businesses.”

Duane Varan, CEO of MediaScience, added: “MediaScience is looking forward to collaborating with comScore on this initiative, by bringing best-in-class measures that address both the ‘what’ and the ‘why’ across platforms. This brings both breadth and depth to the field in unique ways which we believe will see exciting breakthroughs in better understanding the cross-platform landscape.”