Adam Lowy
comScore announced that it is partnering with Sling TV, the top skinny bundle provider by household penetration and viewing time, to offer cross-platform addressable advertising measurement for campaigns that joins the live OTT service’s impressions and DISH set-top box impressions. comScore is the first company to offer services that measure addressable television impressions across all platforms, including over-the-top (OTT). As the inaugural user of this new service, Sling TV brings comScore verified addressable TV impressions and OTT impressions together. This gives Sling TV advertisers a fluid view of their campaign’s performance across the OTT service’s connected TV, mobile and desktop impressions, as well as linear TV impressions on DISH.DISH Media Sales, which oversees ad sales for DISH and Sling TV, first introduced addressable advertising on its satellite TV platform in 2012 and opened cross-platform addressable advertising across both platforms earlier this fall. Cross-platform advertising enables brands to reach DISH and Sling TV viewers in a premium, brand-safe environment with a single buy. Using anonymized data, ads are delivered during live and Video-On-Demand content with pinpoint accuracy across any device, while the viewer watches TV. With the introduction of comScore’s new service, advertisers can now validate the performance of these campaigns with addressable advertising metrics across platforms, using consistent third-party measurement.“Bringing Sling TV’s impressions into the measurement fold gives advertisers an apples-to-apples view of their campaign across platform, device and even alongside traditional TV” said Adam Lowy, Head at Sling TV advertising sales. “We’ve partnered with comScore to offer advertisers a single, trusted metric to validate their campaigns and bridge these targeted, addressable TV impressions, regardless of where they run.”
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