On Monday, ad intelligence platform MediaRadar announced a new partnership with ComScore to further its goal of assisting ad sales professionals cement deals with brands.
Beginning in the second quarter of 2017, MediaRadar will supply the 1,600 publishers and media companies it serves with ComScore’s North America media metrics. Publishers who are customers of both companies will have access to demographic and behavioral data across mobile and desktop at no additional cost.
Todd Krizelman, CEO and co-founder of MediaRadar, said the platform will take the third-party ComScore data, distill it, analyze it and give recommendations to publishers. "Almost like Cliff Notes for salespeople so they can be a better partner to a brand," he said.
"We’re pleased to be working with companies like MediaRadar to provide advertisers and publishers with independent, robust and granular data that can be used to make buying and selling decisions," said Kelly Barrett, vice president of corporate development at comScore in a statement. "As the industry moves away from buying and selling ads based solely on age and gender, this advanced demographic data is critical when planning, negotiating and executing ad sales."
The partnership grew out of insight that the majority of MediaRadar’s clients also use ComScore to determine the demographic makeup and online behavior of their audiences, according to Krizelman. "It’s a really important currency for media buyers who are trying to line up audiences," he said. "They have one of the richest datasets on how people really use websites."
ComScore gives publishers the tools to do their own research, but MediaRadar’s clients were looking for a way to speed up the process. "One of the things we heard from our clients was the desire to take those insights," said Krizelman, "and be able to package them and analyze them faster."
With the new insights, sales teams can map out essential points that really matter to win over a particular advertiser, said Krizelman. "For instance," he said, "if Dolce & Gabbana was looking to attract women between 50 and 65 because they think they have more disposable income, and we found in the numbers that Vogue over-indexed in that demographic, we would highlight that."