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Comscore launches new measurement service in Canada

Digital media measurement company Comscore has launched a new service in Canada called Plan Metric Multi-Platform. Operated in collaboration with audience measurement firm Vividata, the service is intended to provide information about the online behaviour of consumers combined with profiles of their offline attitudes and interests. The system is intended to allow marketers to form media plans and identify audience segments.

"Traditional demographics like age and gender will always be important, but it is clear the industry is demanding more advanced audience descriptors to more effectively plan campaigns," said Bryan Segal, senior commercial vice-president at Comscore. "Our Canadian partnership with Vividata will provide existing and new clients with enhanced consumer segmenting and targeting based on an unduplicated total digital population. We are pleased to offer our clients person-centric insights within robust data sets which are better aligned with how digital media is analyzed and planned today."

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