Comscore’s ad measurement technology enhances campaigns activated through the Basis advertising automation platform

Basis Technologies, a leader in media automation and programmatic advertising solutions, has announced the integration of Comscore’s omnichannel ad measurement solution, Comscore Campaign Ratings (CCR), into its platform. This new integration allows Basis users to access comprehensive, person-level insights for campaign measurement, validation, and optimization, significantly improving the ability to measure and optimize cross-channel advertising efforts.

1. Addressing CTV Measurement Challenges:

• Complexity in Ad Measurement: Advertisers often struggle to measure the value of CTV advertising, particularly when comparing it to linear TV performance and integrating it with programmatic ad platforms.
• Integration Benefits: The new integration simplifies measuring incremental reach of CTV, OTT, and digital ads alongside linear TV campaigns, automating the process and improving accuracy.

2. Key Features of the Integration:

• Simplicity and Speed: Access to detailed campaign metrics directly within the Basis platform UI allows for real-time insights and decision-making during active campaigns.
• In-Flight Optimization: Real-time insights into campaign performance enable on-the-fly adjustments, enhancing overall campaign effectiveness.
• Granularity: Offers detailed person-level reporting, including demographics such as age, gender, race, ethnicity, and household income, providing a deep understanding of campaign reach and impact.

3. Industry Reactions:

• Political Advertising Insight: Zach Mandelblatt from Compete highlights the importance of understanding CTV's value compared to linear TV, particularly ahead of the 2024 General Election.
• Agency Perspective: Nicci Leichtman from SMZ emphasizes how the integration will refine creative strategies and media execution with real-time optimization capabilities.
• Enhanced Measurement: Sara Martin from Idea Peddler praises the integration for strengthening the ability to evaluate and optimize CTV investments, driving success for clients.

4. Partnership Impact:

• Comscore’s Role: Steve Bagdasarian from Comscore underscores the partnership’s impact on boosting programmatic media performance through actionable measurement data.
• Basis Technologies’ Vision: Tyler Kelly from Basis Technologies notes that the integration provides a holistic view of campaign reach and incrementality, illuminating optimization opportunities and enhancing ROI.

The integration of Comscore Campaign Ratings into Basis Technologies’ platform marks a significant advancement in programmatic advertising, offering enhanced measurement and optimization capabilities across CTV, OTT, and linear TV. This partnership equips advertisers with real-time insights and detailed reporting, driving more effective and impactful campaigns.