asiCast 132: Inside Comscore’s pilot for cross-media measurement in the US

Having been one of the companies selected by the Association of National Advertisers (ANA) to conduct a trial to meet the WFA’s North Star ambitions in the US, Comscore’s Chief Research Officer, Michael Vinson, talks to asi’s Research Director, Richard Marks, about the trial. What does it involve and what data sources will Comscore be using? Michael describes the methodology and component parts of the pilot and how they vary from the UK pilot being conducted by Project Origin.

At our recent asi conference, Comscore’s Juuka Ranta described the company’s personification process which doesn’t rely on panels as a source of demographics. Michael provides a deeper understanding of this approach to adding viewer demos to the Return Path Data being used in the test.

In addition to the ANA test, NBCU is holding a tender for a TV measurement service to replace Nielsen. Richard discusses with Michael the two initiatives and how they relate to each other.

Michael Vinson talks with Richard Marks:

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