comScore And Cambridge Analytica Power Up Advertising

Cambridge Analytica, the market leader in the provision of data analytics and behavioral communications, and comScore are merging to provide better television data for political and commercial client campaigns.

An agreement has been announced today [October 12] between comScore and Cambridge Analytica that will allow comScore’s information from television to be used in television campaign strategies both or political and commercial advertising.

According to the press release: “By utilizing comScore’s television service, Cambridge Analytica’s clients will be able to send the right commercial messages, to the right people, in the right place at the right time, making TV advertising campaigns more efficient and effective.”

The agreement will see the behavioral psychology and data analytics platform of
Cambridge Analytica merged with the television measurements of comScore for planning and research on media investment. Cambridge Analytica will be able to provide advanced data with the integration of comScore’s Advanced Demographics and provide insight into target audience densities of various stations and programming.

The data will be used by clients to send commercial messages for more effective TV advertising campaigns,

According to Ed DeNicola, Head of TV for Cambridge Analytica, “For years, the television industry used advertising targets that comprised demographics instead of actual product purchase or voter registration information because it was not available, resulting in wasted advertising dollars and imprecise ad targeting…Our alliance with comScore takes television ad-targeting to a new level, which not only includes better targeting, but also messaging.” 

Cambridge Analytica is the market leader in the provision of data analytics and behavioral communications for political campaigns and commercial enterprises.
comScore is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior. comScore merged with Rentrak Corporation in January 2016 and developed a dynamic, cross-platform world model.