The Spiderverse of Measurement: Comscore’s CMO On Rebooting TV Metrics

At Cannes Lions, Marketecture Media co-founder Jeremy Bloom sat down with Jackelyn Keller, CMO of Comscore, to talk about the future of measurement. From GRPs to programmatic outcomes, Keller used a Spider-Verse analogy to explain the fragmented worlds of TV and digital measurement—and how Comscore is working to unify them.

Jeremy Bloom: For those who may not know you, can you introduce yourself and what Comscore does?

Jackelyn Keller: I’m Jackelyn Keller, CMO of Comscore. Comscore is an intelligence company. We provide data, insights, and measurement solutions—including currency. And yes, I know “currency” is an exciting word to bring up in Cannes!

Jeremy Bloom: Today we’re talking about the future of measurement. What does that mean to you?

Jackelyn Keller: The future of measurement really depends on where you sit in the ecosystem. Think of it like the Spider-Verse. In one universe, you might be focused on linear TV pipes, local currency, and accreditation. In another, you’re fully digital and programmatic, optimizing for outcomes like ROAS. Different realities, different priorities. The challenge is that these universes don’t always interoperate—there’s a lot of “glitching” between them.

Jeremy Bloom: Can you explain the complexities you’re solving for when it comes to currency and those glitches?

Jackelyn Keller: Traditional currency was built on the GRP—a one-size-fits-all reality that worked then but doesn’t work now. Technology has evolved, and so has the ecosystem. At Comscore, we’ve built a currency that can flex between these “universes.” We provide interoperability, clarity for marketers, and help address deduplication—ensuring impressions are actually counted.

Whether it’s measuring local linear TV or streaming platforms, we’re connecting the dots. And let’s not forget, Comscore invented internet measurement. That’s a feather in our cap—and now we’re focused on solving glitches across platforms.

Jeremy Bloom: At Cannes, I saw Comscore’s “R.I.P. GRP” message. What’s behind that?

Jackelyn Keller: We’re not casting shade—it’s about evolution. GRPs aren’t one-size-fits-all anymore. Our message is that Comscore has built one currency that can work across platforms, but it’s not something we can do alone. It requires industry-wide collaboration.

Consumers are cross-platform by nature—they have a phone in their pocket, a tablet on the table, and TVs throughout their home. We can connect those dots without glitching. The infrastructure, though, was built for one type of currency. Like moving from gas stations to EV charging stations, the industry needs to evolve its infrastructure to support multiple currencies.

Jeremy Bloom: So, you’re essentially bringing cohesion to the ecosystem?

Jackelyn Keller: Exactly. We’re here to connect the webs together. Not to be the only player, but to collaborate, to stop the glitching, and to create a currency that flexes with the realities of today’s media landscape.