ComScore Boosts Its Offline Reach With New Partnerships

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GrowthA week after teaming up with Google, comScore unveiled Tuesday three new partnerships with data brokers Acxiom and Epsilon and digital media company Batanga Media.

While comScore’s collaboration with Google involved adding real-time metrics to its validated Campaign Essentials (vCE) platform via Google’s DoubleClick platform, comScore intends for its latest partnerships to expand its data offerings, particularly in offline channels.

“Acxiom and Epsilon provide rich demographic data from offline and online sources that will give us more scale for vCE and make our reporting more granular and faster,” said Anne Hunter, comScore SVP of global marketing strategy.

More specifically, Acxiom claims to have information on more than 700 million  consumers worldwide from a range of data sets including transaction data and household income levels, as well as online activities, on its Audience Operating System (AOS) platform.

Acxiom’s competitor, Epsilon, pulls demographic data from “thousands” of different areas such as online registration forms and DMV databases, according to Eric Stein, EVP of digital strategy at Epsilon.

“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."

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