“We provide demographic data about nearly every household in the US, which includes 240 million adults across various age brackets and income levels,” he said. “The interesting things about comScore is how it’s expanding its ability to provide more metrics that are consistent across various types of online and offline media.”
Josh Herman, VP of partnership and product strategy for Acxiom, agreed.
“This deal allows clients to get additional dimensions to their campaign performance,” Herman said. “When you combine the data assets of Acxiom with the online behavior of comScore, you have a more accurate reflection of where consumers are placing their eyeballs.”
Additionally, comScore is expanding its reach across Hispanic audiences through a partnership with Batanga Media. Founded in 1999 and headquartered in Miami, Batanga Media delivers display, video and mobile solutions that are targeted at the US Hispanic market, Latin America and Brazil. Batanga Media is comScore’s first Hispanic content partner to provide data its digital campaign-measurement tool.
“Hispanic consumers represent one of the fastest-growing segments of the US population and they are only increasing in importance to marketers,” comScore’s Hunter said. “And combined with our partnership with Google, these partnerships expand our ability to provide data that is neutral and multisourced as well as help marketers connect their data across multiple channels."