Advanced currencies are a relatively new phenomenon in television, allowing advertisers to identify their best customer – moving beyond a standard age, sex demography.

Andrew Lipsman, VP of Marketing & Insights at comScore, wrote about advanced currencies and how Viacom and comScore are working together to provide audience guarantees to marketing partners through Vantage, Viacom’s advanced TV advertising platform. For marketers, advanced currencies afford the opportunity to transact on richer audience segments that more directly represent their target consumer.

In this 2-minute video, Chris Wilson outlines:

• The benefits of using advanced currencies for advertisers
• How advanced currencies impact a marketer’s success
• How the future of cross-platform content will impact measurement