Can Viacom's Deal With ComScore Boost Its Advertising Revenues?

Recently Viacom announced that it had entered into a multi-year partnership with ComScore which will give it access to ComScore’s measurement tools across TV, video on demand, digital and over-the-top environments. Viacom will use this data on its Vantage platform to provide targeted advertising for its marketers across various media platforms. With the release, the company states that this partnership is “a watershed moment in the business of television and a revolution in targeting, currency and measurement.” Viacom’s advertising partners should benefit from this partnership as this will allow them to reach their precise audience more efficiently. This partnership is likely to put Viacom in an advantageous position as it negotiates with advertisers for its upcoming seasons in its 2016 Upfront Presentations.