Suggesting the deal represents a turning point in the business of television and advanced currency, broadcaster Viacom and cross-platform measurement company comScore have agreed a multi-year partnership for cross-platform measurement, which marks the first cross-platform deal for the newly merged comScore and Rentrak.

Viacom will have deep access to comScore’s robust set of cross-platform measurement tools and advanced demographic capabilities, which span the linear TV, video-on-demand, digital, and over-the-top

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