Core Insights - The 2026 State of Programmatic Report indicates a shift in the programmatic market towards intentional spending and accountability, with 58% of media buyers expecting increased investment in 2026 and 87% valuing cross-channel performance metrics for decision-making [1][6]. Group 1: Market Trends - Programmatic advertising is entering a mature growth phase, with buyers focusing on purposeful budget allocation and demanding transparency and quality across all screens [2]. - CTV (Connected TV) and audio are the only media channels projected to see year-over-year budget growth, with CTV expected to capture an average of 26% of media budgets and audio 10% [6]. Group 2: AI and Optimization - AI-powered optimization is now considered essential, with 82% of marketers affirming its importance [6]. - The top AI applications anticipated for 2026 include audience targeting and modeling (88%), campaign pacing and bid automation (77%), measurement and attribution (71%), and fraud detection and brand safety (70%) [6]. Group 3: Budget Reallocation - A significant 45% of marketers are reallocating budgets from linear TV to CTV, while 21% are moving funds from linear to programmatic audio [6]. - More than half of the respondents (58%) expect their programmatic investment to increase in 2026, indicating a positive outlook for the programmatic market [6]. Group 4: Measurement and Effectiveness - Marketers prioritize conversion rate (62%), ROAS (47%), reach and frequency (46%), and click-through rate (39%) as key metrics for measuring programmatic campaign effectiveness [10]. - 43% of respondents plan to increase their use of contextual targeting in 2026, especially in privacy-regulated sectors where 50% identify contextual targeting as their main tactic [6].

Core Insights - Comscore has launched new program-level capabilities within its Content Measurement (CCM) to enhance visibility for advertisers and agencies regarding audience engagement with content at the series and episode level [1][4] Group 1: New Capabilities - The new program-level reporting allows advertisers to plan campaigns based on deduplicated reach across platforms, leading to more cost-effective campaigns and reduced wasted ad spend [2] - Comscore's CCM now provides daily normalized reporting across platforms, addressing the fragmentation in cross-platform insights and setting a new industry benchmark for transparency and precision [3] Group 2: Industry Impact - The expansion of content measurement capabilities enables better planning, smarter selling, and greater confidence in a converged media landscape where content is increasingly valuable [4] - The partnership with AWS and the use of Amazon Bedrock agentic AI technology allows Comscore to process vast amounts of viewing metadata, creating a unified "source of truth" for audience measurement [4] Group 3: Client Benefits - Agencies have expressed that the insights provided by Comscore are crucial for understanding viewing behaviors in context, allowing for faster and more confident decision-making [4] - The new capabilities are expected to help media companies and advertisers optimize their investments by measuring content performance across multiple devices [4]

Core Insights - The 2025 State of Streaming report by Comscore indicates significant growth in ad-supported streaming services, with Netflix's ad-supported tier seeing a rise in household viewing from 34% to 45% year-over-year [3][4] - Total hours watched on major free ad-supported streaming services increased by 43% year-over-year, highlighting a robust demand for ad-supported content [2][3] - Connected TV (CTV) streaming reached 96.4 million households, with a 6% increase in total streaming hours to 13.9 billion [4][5] Consumer Behavior Trends - Consumers are increasingly favoring value, simplicity, and easy access to content, leading to the growth of FAST channels and ad-supported tiers [3][4] - Households are now spending nearly 5 hours per day streaming, integrating platforms like YouTube into their regular viewing habits [5] Market Dynamics - The average household is now engaging with content from 6.9 streaming services, indicating a trend towards a more mature streaming market [4] - The report emphasizes the blending of linear TV familiarity with the convenience of streaming as a key growth driver for FAST channels [3]

Core Insights - Comscore and TiVo have announced a strategic partnership to integrate TiVo's enriched program metadata into Comscore's cross-platform audience measurement, enhancing content identification across various platforms [1][2][3] Partnership Benefits - The collaboration aims to provide a unified view of audiences across linear TV, CTV, FAST, and streaming, allowing buyers and sellers to better understand audience reach and frequency without double-counting [2][5] - The integration is expected to reduce missed impressions and wasted spending, ensuring campaigns deliver as promised with fewer costly makegoods [5] - It will facilitate faster and more reliable operations, saving time and minimizing costly errors [5] - The partnership is designed to future-proof measurement capabilities, scaling with new distribution models and program variants [5] Operational Readiness - The integration is set to go live on October 27, 2025, marking a significant milestone for Comscore's next-generation measurement solutions [3] Company Background - Comscore is recognized as a trusted partner for planning, transacting, and evaluating media across platforms, combining digital and linear TV viewership intelligence [7] - TiVo focuses on enhancing viewer experience by aggregating content from various sources, targeting audiences to increase engagement [8]

Core Insights - Comscore has launched an AI-powered Data Partner Network that allows third-party data providers to convert ID-based datasets into scalable, privacy-first audiences using its proprietary AI predictive technology [1][2]. Group 1: Network Functionality - The Data Partner Network aims to enhance audience reach for advertisers and improve campaign performance, exemplified by a 95% growth in the 'online holiday shoppers' segment when AI technology was applied [2]. - The Network generates ID-free audience segments that can be activated across various Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) [2][6]. Group 2: Participation and Ecosystem - Over 10 data providers, including AnalyticsIQ, Circana, and TransUnion, are participating in the Data Partner Network [3]. - The initiative is designed to create a mutually beneficial ecosystem where advertisers achieve precision at scale, publishers enhance monetization, and data providers secure their business future [4]. Group 3: Market Trends and Future Outlook - The future of audience targeting is shifting towards a privacy-centric approach that maintains scale and performance, as emphasized by industry leaders [5]. - The Data Partner Network serves as a crucial link between data providers and market needs, ensuring data remains addressable and scalable despite the decline of traditional signals like cookies [6].