Comscore Plans Impression-Based Ad System, Is in Deal Talks
Comscore plans to deploy a measured advertising system for addressable ads in 2021, CEO Bill Livek told investors Monday. He called it an MVPD-connected TV-centric approach. Livek cited “dramatic changes” to media consumption behaviors in 2020, with increased streaming, gaming,…
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e-commerce spending and mobile shopping. “As media content, particularly video, becomes increasingly cross-platform in nature, media buying and selling is shifting away from traditional age and gender demographics in gross rating points to audiences and impression-based measurement.” Q3 revenue was $88 million vs. $94.3 million in the year-ago quarter on "challenging" market conditions, said the company. It's "in advanced discussions" on a "recapitalization transaction with an anchor investor," it said. "The transaction would provide for enhanced commercial relationships to support Comscore's growth initiatives."