Comscore Partners with Amazon DSP to Strengthen Cross-Platform Audience Measurement

Comscore has recently entered into a partnership with Amazon DSP with the objective of improving audience measurement and campaign performance analysis within the emerging digital advertising ecosystem. With the aid of this alliance, advertisers utilizing Amazon DSP would be able to utilize the cross-platform measurement technology offered by Comscore to gain valuable insights into audience reach and engagement as well as the performance of campaigns on television, streaming, digital, and other media platforms.

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The combination of the demand-side capabilities of Amazon DSP with the measurement prowess of Comscore will enable advertisers to get more transparency and insights from their marketing activities that would be helpful in driving data-driven decisions in their campaigns. The partnership announcement is a reflection of the industry’s current emphasis on unified measurement solutions owing to brands’ increased allocation of budgets to different media channels and need for improved attribution and accountability in marketing campaigns. As the media consumption behavior changes with the growth in popularity of streaming and digital media content, consistent audience measurement across different media environments is becoming increasingly important for marketers.

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