Comscore, WideOrbit expand partnership on automated TV ad market

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• Comscore (SCOR +5.1%) has expanded a partnership with WideOrbit aimed at powering next-generation automated linear TV ad buying and selling.
• WideOrbit is introducing Comscore TV information into its automated TV transactions and audience targeting across markets and demographics.
• The partnership will ease automated buying/selling of ad inventory from more than 1,700 local TV stations across 210 markets, with more than 65 agencies, brands and demand-side platforms getting access through WideOrbit's WO Marketplace sell-side platform.
• That will allow advertisers to pursue a specific number of impressions in a market and/or a daypart, rather than specific program buys, and it allows reach to more than 96% of U.S. TV households.