As the industry increasingly embraces streaming while demanding accountability, Comscore and LiveRamp last week announced they were joining forces to try to lap the field in terms of measurement. Bill LivekBen Gabbe/Getty ImagesThe partnership will focus on three areas: outcome-based measurement, data activation and a data safe haven to assure companies are comfortable using data in a privacy-friendly way. All of these are hot topics at a time when the traditional advertising business is being hammered by the COVID-19 pandemic and advanced advertising is seen as a way to insure marketers that when they decide to spend dollars, they’ll get a superior return and be able to measure it. “I believe this deal is transformational,” said Bill Livek, who last year took over as CEO of Comscore, which spent three years distracted by announcing issues and management changes that ultimately led to the company paying a fine to fraud charges. “The genius of our relationship with LiveRamp is that brands can now have the truth about what’s going on in the television and digital video environment and and put real money on it,” he said. The partnership is a practical way of providing clients what they’re asking for.
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