RESTON, Va., Oct. 12, 2016 /PRNewswire/ -- comScore (NASDAQ:
SCOR) today announced an agreement with Cambridge Analytica, which
will use comScore's television information as a component of TV
campaign strategies for political and commercial advertising
clients.
With the new agreement, Cambridge Analytica will merge its
behavioral psychology and data analytics platform with comScore's
television measurement for media planning, buying and return on
media investment research. comScore's Advanced Demographics will
provide Cambridge Analytica with insights into which programs,
stations and dayparts deliver the highest densities of the targeted
audiences that the company's clients seek to influence.
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.
"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," said Cambridge Analytica's Head of TV, Ed DeNicola. "Our alliance with comScore takes
television ad-targeting to a new level, which not only includes
better targeting, but also messaging."
About Cambridge Analytica
Cambridge Analytica, the
U.S. affiliate of SCL Group, is the market leader in the provision
of data analytics and behavioral communications for political
campaigns, issue groups and commercial enterprises. With
cutting-edge technology, pioneering data science, and 25 years of
experience in behavior change, CA provides advertisers with
unparalleled insight into their audiences. More information can be
found at: https://cambridgeanalytica.org.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a
leading cross-platform measurement company that precisely measures
audiences, brands and consumer behavior everywhere. comScore
completed its merger with Rentrak Corporation in January 2016, to create the new model for a
dynamic, cross-platform world. Built on precision and innovation,
our unmatched data footprint combines proprietary digital, TV and
movie intelligence with vast demographic
details to quantify consumers' multiscreen behavior at
massive scale. This approach helps media companies monetize
their complete audiences and allows marketers to reach these
audiences more effectively. With more than 3,200 clients
and global footprint in more than 75 countries, comScore is
delivering the future of measurement. For more information on
comScore, please visit comscore.com.
Cautionary Statement
This release contains
forward-looking statements within the meaning of Section 27A of the
Securities Act of 1933 and Section 21E of the Securities Exchange
Act of 1934, including, but not limited to, expectations regarding
the impact and benefits of impact of the partnership between
comScore and Cambridge Analytica, financial or otherwise. These
statements involve risks and uncertainties that could cause our
actual results to differ materially, including, but not limited to:
the reliability of comScore's data and the acceptance of comScore's
methodologies by the industry, including by existing and
prospective users. For a detailed discussion of these and other
risk factors, please refer to comScore's most recent respective
Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and
from time to time other filings with the Securities and Exchange
Commission (the "SEC"), which are available on the SEC's Web site
(http://www.sec.gov). Stockholders of comScore are cautioned not to
place undue reliance on forward-looking statements, which speak
only as of the date such statements are made. comScore does not
undertake any obligation to publicly update any forward-looking
statements to reflect events, circumstances or new information
after the date of this press release, or to reflect the occurrence
of unanticipated events.
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SOURCE comScore