Stephen Bagdasarian on programmatic advertising
From CHATTING AT SXSW: Steve Bagdasarian | Comscore - The Media Odyssey · · The Media Odyssey
“When we think about the role of addressability through programmatic infrastructure, whether it's PG, PNP, or open market, that is a granular level story. Audience addressability is an individualized optimization opportunity, and our data set applies to the future state of programmatic and converged media with a great and very granular data footprint.”
On , Stephen Bagdasarian, Chief Commercial Officer at COMSCORE INC, spoke about programmatic advertising during CHATTING AT SXSW: Steve Bagdasarian | Comscore - The Media Odyssey on The Media Odyssey.
About Stephen Bagdasarian
Steve Bagdasarian, Chief Commercial Officer at Comscore, has been discussing the company's focus on cross-platform measurement and the convergence of traditional television and digital media. In interviews and appearances throughout 2024 and early 2025, he stated that the industry has "passed the point of talk" and that 2024 was "about action" regarding cross-platform initiatives. Bagdasarian described Comscore's role as helping "brands reach all their audiences across all screens in the most efficient and appropriate manner." He also noted that the company is focused on disrupting traditional cross-platform measurement by providing products that offer speed, granularity, and precision, allowing advertisers to use measurement proactively rather than retroactively. Bagdasarian has emphasized the importance of local measurement, stating that "the vast majority of purchase decisions happen locally" and that innovation in this area is bringing together television with social and programmatic advertising. He has also discussed Comscore's partnership with TiVo, describing it as tailored toward "the best strategy for advertisers best experience and best performance." Regarding industry trends, Bagdasarian said the market is in a "multi-currency world" and that the flexibility to move advertising dollars between upfront commitments and newer channels is a "watchword." He also highlighted the role of accreditation and transparency, noting that Comscore is the only big data measurement company with MRC accreditation and JIC certification for cross-platform measurement.