On 21st August 2024, Basis Technologies, a global provider of media automation and programmatic advertising solutions announced the integration of Comscore’s omnichannel ad measurement solution, Comscore Campaign Ratings (CCR), into its platform. Comscore , a trusted partner for planning, transacting, and evaluating media across platforms, now provides Basis users with access to detailed person-level insights for campaign measurement, validation, and optimization at the individual market level.
Advertisers often face challenges in demonstrating the value of Connected TV (CTV) advertising, requiring separate agreements with third-party measurement vendors to assess the impact on CTV or other streaming platforms through programmatic ad platforms. Additionally, comparing these outcomes with linear TV performance complicates the process. The new integration empowers marketers to measure incremental reach across CTV, OTT, and digital advertising alongside their linear TV ad buys in an automated manner.
Zach Mandelblatt, President of Compete, stated, “Since the 2020 Presidential election, the CTV landscape has evolved rapidly. This has left political advertisers like us searching for ways to better understand the value CTV advertising has compared to linear TV advertising, as well as how the two interact. The combined Basis Technologies and Comscore offering should help shed light on this just in time for the 2024 General Election.”
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Nicci Leichtman, VP of Performance Marketing at SMZ, commented, “The integration of Comscore Campaign Ratings into Basis Technologies’ platform is a game-changer for our full-service agency. Having access to precise, cross-channel measurement is crucial, and this solution will allow us to fine-tune our creative strategy and media execution. With Comscore’s trusted measurement and reporting at our disposal in the DSP, we will be better informed to make real-time optimizations across channels and ultimately deliver more impactful and efficient campaigns for our clients.”
Sara Martin, Chief Operating Officer at Idea Peddler, added, “We are excited by this advancement from our partner, Basis Technologies. Backed by Comscore’s trusted name and data, this offering strengthens our ability to evaluate and measure CTV investments. Integrating this tool enhances our capacity to analyze and optimize digital media campaigns, ultimately driving success for our clients.”
Key Features of the Integration:
- Simplicity and Speed: Basis users can access detailed campaign metrics directly in the Basis UI where they execute their programmatic ad buys, providing real-time insights that drive informed decision-making during active campaigns.
- In-Flight Optimization: The integration delivers real-time insights, including incremental reach of CTV, OTT, and digital advertising alongside linear TV ad buys, allowing for informed decision-making and adjustments during live campaigns.
- Unparalleled Granularity: Basis advertisers can optimize campaigns at a granular level, with person-level reporting across demographics such as age, gender, race, ethnicity, and household income, offering a comprehensive understanding of campaign reach and effectiveness.
Steve Bagdasarian, Chief Commercial Officer at Comscore, stated, “We are excited to collaborate with innovators like Basis Technologies to enhance programmatic advertising through our omnichannel measurement solutions. This partnership underscores our commitment to improving programmatic media performance with actionable campaign measurement data.”
Tyler Kelly, President of Basis Technologies, remarked, “Comscore and Basis Technologies are aligned in delivering holistic television measurement of local audiences on any channel. Automating access to Comscore’s insights through our platform provides advertisers with a clear view of campaign reach and incrementality across devices and geographies, revealing optimization opportunities that impact ROI.”
The integration will be available in September 2024, enabling Basis users to leverage Comscore’s advanced capabilities for their upcoming Fall and Winter campaigns.