The personification methodology tool allows Comscore to estimate which person or group of people in a household are viewing specific content at any given time.

The new approach will allow Comscore to properly use passive viewership behaviour, and mitigate small sample sizes and panel bias that the company said is “inherent in the current third-party framework”.

The tool will be deployed over time and will be further developed in partnership with Comscore’s clients.

David Algranati, chief product officer at Comscore, said the new tool represents “another major step in Comscore’s independence from third-party legacy solutions that are failing and more directly aligns with our cross-platform vision”.

He added: “Comscore’s personification will be a proprietary blend of data sources that will evolve alongside other methodology components, adhering to our principle of using the best-in-class data assets for each segment of the media landscape.”