ComScore adding Inscape's smart TV data to its measurement platform

ComScore is partnering with Vizio subsidiary Inscape to add smart TV viewership data to its TV measurement platform. Inscape provides opt-in automatic content recognition (ACR) TV viewing data in the U.S. ComScore intends to use Inscape’s data in its ad effectiveness studies built so clients can better see the extent to which their campaigns met ROI objectives, including purchase behavior and tune-in. "Media fragmentation continues to be a challenge for marketers who are seeking ways to optimize their media investment against the activities and channels that drive the most business impact," said Cathy Hetzel, executive vice president of commercial at comScore, in a statement. "Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the sophisticated measurement solutions they need to grow their businesses." "As a leader in both TV and digital media measurement, comScore understands the seismic changes that are taking place as audiences move across platforms," said Jodie McAfee, senior vice president of sales and marketing at Inscape, in a statement. "We're excited to augment their existing linear, on-demand and OTT data with our opt-in ACR viewing data to power their custom marketing solutions."