The deal will see Viacom gain access to comScore’s cross-platform measurement tools and demographic capabilities, which cover linear TV, video on demand, digital and over the top environments. Data will then be translated by Viacom’s data-driven Vantage advertising products. 

“This partnership with comScore marks a fundamental watershed moment in the business of television,” said Bryson Gordon, SVP of Data Strategy, Viacom.

“This revolution in targeting, currency and measurement is the equivalent of shifting from black and white to colour. Viacom’s longstanding investment in data and innovation and our unique ability to merge creativity and science has positioned us far ahead in the marketplace by delivering what partners crave – the most comprehensive view of the consumer and the most effective way to reach them.”