The integration, slated for a full rollout later this year, transforms how local stations manage inventory by introducing impression-based workflows. By leveraging Comscore’s household-level data, ITN allows agencies to treat local television with the same precision and accountability typically reserved for digital video. Dentsu is serving as the primary alpha partner, utilizing these new capabilities to execute campaigns with custom audience targeting.

The NXTv platform now functions as a unified command center, enabling users to generate custom Deal IDs and monitor delivery across linear and digital channels through a single dashboard. This process relies on an integration with Magnite’s ClearLine to facilitate seamless activation. According to ITN CEO Todd Watson, the move is designed to make local broadcast inventory more actionable by removing the friction traditionally associated with fragmented TV buying processes.

Jennifer Hungerbuhler, EVP of Local Media Investment at dentsu, noted that the platform allows agencies to align local TV investments with broader video strategies. For its part, Comscore provides the data backbone, ensuring that the segments are measurable and comparable. Looking ahead, ITN intends to build on this infrastructure by incorporating AI-driven agents capable of interpreting natural language prompts to handle bidding, deal submissions, and delivery adjustments.