Vividata, Canadian cross media, digital and consumer measurement company, has added GroupM to its roster of media agency using its full suite of SCC/Digital Database releases in 2023.

The agreement includes GroupM agencies Mindshare, Wavemaker and EssenceMediacom.

The SCC/Digital Digital Database matches data from studies such as Vividata’s Study of the Canadian Consumer (which surveys 42,000 respondents year-round) with insights from its Metrica panel (a privacy-compliant, passive measurement of online behaviour).

Other companies using Vividata’s SCC/Digital for cross-media and consumer insights include Omnicom Media Group, Mediabrands, Horizon Media, Bell Media, Rogers Sports & Media, Cineplex, The Toronto Star and Blu Ivy.