Fresh appointment announced: Friedman to assume key role in data and measurement sector within Comscore
New Chief Data and Analytics Officer at Comscore Advocates for Industry Change
Frank Friedman, a seasoned industry veteran, has been appointed as the new Chief Data and Analytics Officer and head of measurement at Comscore. With a career spanning agency, research, publishing, and client leadership, Friedman brings a wealth of experience to the table.
In his previous roles, Friedman has demonstrated an aptitude for utilizing data to disrupt and drive growth. His experience includes positions in key organizations within the industry, such as the Video Advertising Bureau (VAB), the Media Rating Council (MRC), and the Joint Industry Committee (JIC) on Broadcast Measurement.
Comscore's CEO, Jon Carpenter, expressed delight at welcoming Friedman to the executive team, stating that his perspective will be valuable during Comscore's transformation. Friedman himself is excited to shape the next era of omnichannel measurement at Comscore.
At Comscore, Friedman leads cross-platform measurement efforts and has actively engaged in discussions around industry certifications and data transparency. Regarding negotiations and industry body involvement, Friedman previously sat on the MRC’s TV committee, contributing to standards and accreditation processes important for media measurement.
He has emphasized the need for transparency in measurement data, criticizing Nielsen for not allowing direct comparisons with other providers’ data, which he views as a fundamental transparency problem in the industry. Friedman advocates for side-by-side data comparisons to improve effectiveness and reduce friction in media buying and selling.
Specifically, Friedman has played a role in Comscore’s navigation through certification and recertification processes with the JIC. Comscore, under his analytics leadership, maintained its currency-grade readiness certified by the JIC, a broadcaster-backed committee that reviews media measurement standards every two years. Friedman has spoken publicly about the evolving nature of measurement products and the necessity for industry bodies to adapt their guidelines to keep pace.
While specific public details on direct negotiations between Friedman's Comscore and E.W. Scripps Co., where Friedman previously worked, are not available, it is common in the industry for cross-platform measurement providers like Comscore to work closely with media companies, including broadcasters such as E.W. Scripps, to align measurement services with client needs and industry standards.
In addition to his work at Comscore, Friedman has been involved with the Coalition for Innovative Media Measurement (CIMM). He has a reputation for challenging convention and implementing disciplined strategies to drive change, as evidenced by his role in negotiating the first agreement with Comscore at E.W. Scripps Co.
Friedman's experience includes leveraging the power of data to drive change and growth, and he has been associated with the consolidation of data organization into a single holistic group for both National and Local divisions at E.W. Scripps Co. As the new Chief Data and Analytics Officer at Comscore, Friedman will oversee data governance, drive currency adoption efforts, and develop tailored measurement playbooks for various customers.
In summary, Friedman's extensive experience and advocacy for transparency and comparability in media measurement data will be instrumental in Comscore's continued leadership in the industry. His role will involve close collaboration with media companies like E.W. Scripps, as well as active participation in ongoing negotiations about measurement standards.
- Under Friedman's leadership, Comscore will work towards achieving data transparency and encourage side-by-side data comparisons, aiming to improve effectiveness and reduce friction in media buying and selling.
- Friedman's extensive experience in data-and-cloud-computing technology, spanning organizations like the Video Advertising Bureau (VAB), Media Rating Council (MRC), and Coalition for Innovative Media Measurement (CIMM), will drive Comscore's transformation in omnichannel measurement.
- In his new role as Chief Data and Analytics Officer, Friedman will oversee data governance, drive currency adoption efforts, and develop tailored measurement playbooks for various customers, utilizing media spectrum and video content data to shape the next era at Comscore.
