Digital market research company comScore has joined hands with media-related tech solutions provider MediaBank to offer an integrated media planning toolkit to ad agencies. It aims to help them integrate their digital platforms to streamline the media planning and buying processes.
The platform integration will enable media planners and buyers to seamlessly navigate between the media planning and buying, execution and billing processes, says comScore.
“A common problem among digital media planners and buyers today is the lack of integration between vendor services used during various stages of the media planning and buying processes,” said Linda Boland Abraham, comScore executive vice president. “An integration of comScore’s and MediaBank’s platforms will make the lives of the media buyer easier.”
The partnership will link comScore Media Planner, a media planning platform that integrates several syndicated comScore data sources, with MediaBank O|X, a media procurement platform that facilitates the management of media buying lifecycle for print, digital/web/emerging media, out of home, spot/cable, network, direct response, and production.
In conjunction, the two services will enable media planners to move more easily between these two services so critical to the overall process of planning and buying online media, believes comScore.