The combined company aims to introduce a more expanded and precise measurement system.
The measurement company and partner Addictive Mobility have expanded what they report as part of a push to increase transparency around mobile campaigns.
Canadians are most likely to do their banking online while Americans consume more weather and health on mobile, according to a recent comScore report.
The program is designed to allow more transparency between programmatic buyers and sellers, and is live in Canada starting May 1.
According to comScore’s 2015 Canada Digital Future in Focus, there has been a 76% jump in the amount of people watching mobile video nearly every day.
Gian Fulgoni on the impact mobile and viewability are having on branded content, and the power of sharing, ahead of his metrics keynote at BCON Expo.
The comScore president was awarded with the Paul Mulvihill/NABS Heart Award.
Details on the deal, which comes on the heels of Kantar parent company WPP’s announcement that it will acquire a substantial stake in the measurement company.
The comScore data finds mobile users who view OOH are taking actions like looking up store locations.