The update will extend deduplicated audience measurement to the local market level, which can be applied to all programmatic environments and platforms, and will integrate national and local linear TV, digital, streaming and social channels.

Advertising technology business The Trade Desk will be the first demand-side platform to integrate CCR local market reporting.

Steve Bagdasarian, chief commercial officer at Comscore, said: “Advertisers need measurement partners who can address the scale of where their audiences are.

“We’re building enterprise-level cross-platform measurement that offers advertisers the ability to seamlessly measure and optimise against their intended audiences with speed and accuracy, whether it is programmatically, directly, nationally or locally.”

Ben Sylvan, vice-president of data partnerships at The Trade Desk, added: “The average household has become more crowded with devices and platforms, so marketers need the best data and insights to help ensure the most impactful advertisements.

“Comscore’s new offering has the insights to help our clients make the most out of their media investment, especially for auto advertisers or political campaigns, where success on the local level is key.”