ComScore adding Inscape's smart TV data to its measurement platform

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ComScore will begin tapping into Inscape's smart TV viewership data. (Vizio)

ComScore is partnering with Vizio subsidiary Inscape to add smart TV viewership data to its TV measurement platform.

Inscape provides opt-in automatic content recognition (ACR) TV viewing data in the U.S. ComScore intends to use Inscape’s data in its ad effectiveness studies built so clients can better see the extent to which their campaigns met ROI objectives, including purchase behavior and tune-in.

"Media fragmentation continues to be a challenge for marketers who are seeking ways to optimize their media investment against the activities and channels that drive the most business impact," said Cathy Hetzel, executive vice president of commercial at comScore, in a statement. "Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the sophisticated measurement solutions they need to grow their businesses."

RELATED: 4C Insights integrates Vizio's Inscape smart TV data into marketing platform

"As a leader in both TV and digital media measurement, comScore understands the seismic changes that are taking place as audiences move across platforms," said Jodie McAfee, senior vice president of sales and marketing at Inscape, in a statement. "We're excited to augment their existing linear, on-demand and OTT data with our opt-in ACR viewing data to power their custom marketing solutions."

Inscape has been busy partnering up with ad tech and measurement firms to offer its smart TV data. Earlier this year, the company signed an integration deal with 4C Insights. 4C said Inscape’s data lets marketers target ads on TV or social media to people who have or haven’t watched particular programs, have or haven’t been exposed to particular TV spots, or those who don’t watch linear television at all.