NEW YORK — Comscore and datafuelX have integrated television measurement directly into the systems network groups use to forecast, pace and evaluate advertising campaigns.
The national partnership places Comscore’s age-and-gender demographics inside datafuelX workflows for linear television and connected television, or CTV. Clients can plan and transact using Comscore measurement without building a separate data connection or moving information manually between systems.
The companies say their first customer integrations went live in August. Comscore’s advanced-audience segments through OpenAP are expected to become available through datafuelX during the third quarter.
Measurement becomes operational
Alternative television measurement has limited value if buyers can see it only in a separate report after a campaign ends. Integration into forecasting, pacing and posting makes the data part of the transaction itself—from the initial plan through the final guarantee.
For network groups without internally built forecasting systems, the companies say the integration provides additional currency options inside an existing workflow. That could reduce the technical cost of testing measurement alternatives to Nielsen.
Important questions remain for local television. Comscore and datafuelX have not detailed which first clients are live, the cost for smaller agencies and stations, or how quickly changes in viewing behavior appear inside campaign decisions.
Source: Comscore, September 23, 2026.