ITN Expands Programmatic Local TV Platform with Comscore Integration

ITN has announced a new initiative aimed at expanding its programmatic local linear TV platform by integrating advanced data from Comscore into the ITN NXTv Programmatic Hub. This integration, expected later this year, will provide buyers with a more seamless transition from planning to activation, enhancing precision, accountability, and workflow efficiency.

Local linear television continues to play a vital role in media investment, and buyers are increasingly seeking audience-based tools that reflect actual local market behaviors. Comscore's audience segments allow advertisers and media sellers to utilize household-level consumer and demographic insights for local TV campaigns.

Dentsu is serving as an alpha partner to the NXTv Programmatic Hub, contributing to the advancement of audience-based programmatic activation in local linear TV by applying Comscore-provided audience segments directly in campaign execution. This collaboration is designed to modernize how local broadcast inventory is activated through impression-based programmatic workflows.

The centerpiece of this initiative is a data store within the ITN NXTv Programmatic Hub, featuring over eight hundred lifestyle and behavioral segments powered by Comscore's advanced audience insights. As part of the initial rollout, dentsu will utilize these capabilities to carry out programmatic local linear TV campaigns using customized audience segments.

Industry executives have emphasized the importance of this development. Todd Watson, CEO of ITN, noted that integrating audience data directly into campaign execution will make local TV more precise, measurable, and actionable. Jennifer Hungerbuhler, EVP at dentsu, highlighted the need for local TV to align with broader video investments, while Hanna Gryncwajg, SVP Commercial at Comscore, expressed pride in supporting ITN's self-service linear programmatic platform with advanced audience data.