Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Comscore and WideOrbit expand linear TV and radio partnership

Comscore and WideOrbit expand linear TV and radio partnership

Automated buying and measurement open up linear TV and radio for marketers, publishers, agencies and DSPs.

Chris Wood on March 8, 2022 at 12:49 pm

Digital and linear media measurement company Comscore is expanding its partnership with media buying and selling platform WideOrbit in order to introduce new media sales and measurement capabilities for traditional, or “linear,” TV and radio outlets.

Why are they doing this? The aim is to automate buying and selling by offering a way to purchase and measure ad buys on broadcast TV and radio. The partnership covers 1,700 local TV stations across 210 markets. With the agreement, over 65 agencies, brands and DSPs will have access to the inventory, which can be bought through WideOrbit’s SSP, WO Marketplace.

WO Marketplace is powered by Comscore TV data from more than 50 million homes

Why we care. Brands have been able to access linear inventory programmatically in the past, but the coverage has been patchy as the linear TV industry continues to transform. Marketers can only guess what the difference is in reaching audiences through, for instance, the streaming app or web version of a local news broadcast, versus advertising on linear TV screens.

Marketers need the ability to measure cross-screen impact, and they need impressions-level data on all screens, including linear. Comscore has asserted this role in the transformation of measurement by introducing the cross-platform Comscore Everywhere solution earlier this year.

Read next: DatafuelX launches predictive analytics for linear TV and CTV


New on MarTech

    What you need to know from Google Marketing Live

    New Mailchimp integration automatically syncs customer data with Stripe

    Optimization science: Technology and brain science can drive performance

    Take web hosting to the (NVMe) extreme

    Freeing agile marketing from its software development roots

About The Author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

Related Topics

Customer & Digital ExperienceProgrammatic Advertising

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.