Advanced Television

WideOrbit, Comscore expand partnership

March 8, 2022

Comscore, a partner for planning, transacting, and evaluating media across platforms, and WideOrbit, a specialist in broadcast TV and radio inventory and revenue workflow management, have announced the expansion of their longstanding partnership to create the next generation of automated linear TV buying and selling. WideOrbit will introduce Comscore TV information to power automated TV transactions and audience targeting across markets and demographics.

The partnership facilitates the automated buying and selling of advertising inventory from more than 1,700 local TV stations across 210 Local Markets, allowing advertisers to reach a specific number of impressions in a market and/or daypart rather than make specific programme buys.

Through the agreement, more than 65 agencies, brands, and DSPs will have access to inventory offered through WideOrbit’s sell-side platform, WO Marketplace, powered by Comscore TV information from over 50 million homes. More than 96 per cent of US television households are available to reach via this platform.

“The growing demand for automated buying and selling of linear TV highlights the critical importance of offering advertisers timely, relevant data to target audiences across markets and demographics,” said Eric Mathewson, WideOrbit Founder and CEO. “Our partnership with Comscore allows us to provide the data advertisers need for effective targeting, combined with the ease of execution, waste reduction, brand safety, and rate transparency they’ve come to expect from WideOrbit marketplace transactions.”

“The industry has been asking for better automation of TV buying and selling to harness the power of broadcast TV, which remains one of the most effective ways to reach large numbers of consumers,” added Bill Livek, CEO and Executive Vice Chair, Comscore. “We are proud to deepen our longstanding partnership with WideOrbit to help advertisers more efficiently reach audiences across specific markets and demographics.”

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