Cathy Hetzel

LAS VEGAS – Longtime partners comScore and DISH have crossed the platform threshold, so to speak, with their partnership to provide uniform addressable advertising measurement across the Sling TV over-the-top service and DISH linear television. The deal gives advertisers a view of their campaign’s performance across Sling’s connected TV, mobile and desktop impressions, as well […]

Since time immemorial, TV ads have been bought with a blunt instrument – broad age-and-gender demographics of viewers to shows. But that time is changing. Thanks to the infusion of a raft of new data points, TV ad planning, buying and insights are getting smarter. At the Beet Retreat, comScore EVP Cathy Hetzel and chief product […]

Matching data sets for video advertising audience targeting is nothing new to comScore, particularly with Rentrak under its wing. Now with “100 percent market share” of all U.S. video-on-demand transactions, the company is encouraged by what partnerships like the nascent OpenAP consortium represent. Earlier this year, after Fox, Turner and Viacom announced the formation of […]