Comscore , a global leader in measuring and analyzing consumer behavior, announced a national data integration partnership with datafuelX, a predictive analytics platform used by network groups and publishers to buy, forecast and optimize cross-platform video and Connected TV (CTV) campaigns. This integration builds Comscore data directly into datafuelX’s forecasting, pacing, and posting workflows, giving national clients a seamless path to transact on Comscore currency for linear buying on advanced audiences and traditional age-and-gender demographics with the systems they already use.
This move addresses one of the most persistent and least visible obstacles to modern measurement optionality in linear television and CTV. With the cost, time, and workflow disruption of standing up a new data feed inside an existing system proving a challenge in the past, the new datafuelX integration with Comscore is designed to remove friction for national network groups on its roster.
“By bringing the full range of Comscore’s age-and-gender demographics into datafuelX, our clients can use the audiences they transact on, plan, forecast and optimize with inside the same workflow they already use to run their business with,” said Tara Gotch, Executive Vice President of Commercial at Comscore, “Currency choice becomes far more powerful when the measurement can be used throughout the transaction lifecycle, from the initial plan through to the final guarantee.”
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“datafuelX exists to make it easier for our clients to buy, forecast and optimize across every screen and every data set they care about,” said Dan Aversano, CEO of datafuelX. “Building Comscore directly into our platform means network groups don’t have to choose between the currency they want and the workflow they already rely on. They get both.”
“Advertisers want more choice, greater precision and better ways to connect with audiences across today’s fragmented media landscape,” said Brian Norris, chief revenue officer at The E.W. Scripps Company. “This collaboration expands the options available to brands and agencies, making it easier to activate data-informed campaigns across Scripps’ premium video inventory while delivering the scale, transparency and performance they expect.”
The integration also extends to OpenAP, the advanced-audience marketplace with which Comscore has a long-standing relationship. Beginning in the third quarter of 2026, Comscore will make its OpenAP advanced-audience segments available through datafuelX.
For network groups without homegrown forecasting systems, that combination effectively opens two additional currencies through a single, already-adopted workflow. This integration is one of several moves to give clients that optionality without asking them to absorb the cost and complexity of rebuilding their workflows. The first client integrations went live last month.
SOURCE: Globenewswire