Comscore says it plans to expand its Media Metrix and Video Metrix tools to include Shareablee’s social media engagement and video insights.

Integration plans call for Comscore digital products to benefit from Shareablee data, allowing clients to broaden their digital footprint in products like Video Metrix with advanced social video insights, and for Shareablee clients to have additional advantages with curated views of Comscore digital data embedded in their Shareablee dashboards. Comscore plans to retain the Shareablee team after closing, with key members of Shareablee management, including Tania Yuki, Greg Dale and Jonathan Lieberman, continuing in leadership roles.

Shareablee provides analytics and intelligence to a number of large brands, publishers and agencies including Mondelez, GroupM, ESPN, NBCUniversal and Vox Media. Shareablee has built a proprietary categorisation of more than 20 million publishers, advertisers and content creators in over 70 global markets that publish millions of videos, images and articles each day across the major social media platforms.

“The future of measurement would not be complete without including the impressions delivered by the social media platforms,” said Bill Livek, chief executive and executive vice-chair of Comscore. “For marketers, this inclusion into our currencies will present a great opportunity to maximise their outcomes on advertising investments. We see many opportunities to help our clients grow their viewing audiences and maximise their impact using social platforms.”

Tania Yuki, chief executive and founder of Shareablee, added: “Our large-scale social measurement capabilities provide critical insight into changing content consumption and consumer behaviours, particularly when it comes to shedding light on Gen Z, and fit perfectly alongside Comscore's comprehensive cross-platform intelligence.”