Comscore and WideOrbit expand linear TV and radio partnershipComscore and WideOrbit expand linear TV and radio partnership

Digital and linear media measurement company Comscore is expanding its partnership with media buying and selling platform WideOrbit in order to introduce new media sales and measurement capabilities for traditional, or “linear,” TV and radio outlets.

Why are they doing this? The aim is to automate buying and selling by offering a way to purchase and measure ad buys on broadcast TV and radio. The partnership covers 1,700 local TV stations across 210 markets. With the agreement, over 65 agencies, brands and DSPs will have access to the inventory, which can be bought through WideOrbit’s SSP, WO Marketplace.

WO Marketplace is powered by Comscore TV data from more than 50 million homes

Why we care. Brands have been able to access linear inventory programmatically in the past, but the coverage has been patchy as the linear TV industry continues to transform. Marketers can only guess what the difference is in reaching audiences through, for instance, the streaming app or web version of a local news broadcast, versus advertising on linear TV screens.

Marketers need the ability to measure cross-screen impact, and they need impressions-level data on all screens, including linear. Comscore has asserted this role in the transformation of measurement by introducing the cross-platform Comscore Everywhere solution earlier this year.

Read next: DatafuelX launches predictive analytics for linear TV and CTV

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