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Dentsu, Comscore Partnership Set To Boost Local TV Measurement With Advanced Analytics

Dentsu, Comscore Partnership Set To Boost Local TV Measurement With Advanced Analytics

Local television just received a major upgrade in measurement tools: Measurement service Comscore and agency holding company Dentsu unveiled a yearlong test of advanced analytics use in local investment that takes the medium far beyond outdated age and gender demographics — the equivalent these days of writing with stone and chisel.