Dentsu To Make Local TV Deals Using Comscore as Currency

Media agency dentsu said it will shift its local TV buying to a Comscore based currency, which will allow it to make transaction based on advanced audiences in all 210 markets.

Dentsu media buying units include Carat, dentsu X and iProspect. Dentsu reached an agreement to use Comscore for local TV measurement in February. 

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