Dentsu has partnered with Comscore to shift its local TV buying to a Comscore-based currency in the US, which supports transactions on advanced audiences in all 210 local markets across the country.
Comscore stated Dentsu will be the first agency network to place buys in local markets using advanced audiences across its three US media agencies, Carat, Dentsu X, and iProspect.
The parternship will begin with test buys in early 2023 on behalf of two unnamed clients in top 10 local markets, with a planned expansion to additional markets throughout 2023.
Earlier this month, Comscore announced it had also partnered with Fox Television Stations for local TV advanced audiences.
This partnership follows a previous statement in which the companies announced that they were expanding their long-standing partnership and adding the ability to use Dentsu’s M1 advanced audiences within Comscore’s local planning and buying datasets.