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(VIDEO) comScore Readies Measurement Tool for Connected TV's

05/21/2015 11:40 am ET | Updated May 21, 2016

Responding to a dramatic increase in video consumption on connected TV's, comScore is readying a measurement tool to tabulate views on the devices and will roll it out this year in the U.S., says Serge Matta, CEO in this video interview with Beet.TV.   He says that comScore is already measuring OTT consumption for publishers including Hulu with a system that is not "100 percent there yet."

In the interview, Matta explains the investment with WPP and the strategic alliance with its Kantar unit to bring comSore measurement solutions to global television operators.

We spoke it him yesterday at the LUMA Partner's annual adtech leadership conference in New York.

comScore has reached an all time high stock price this week, with a valuation now in excess of $2 billion.

You can find this post on Beet.TV.