ITN will fold Comscore advanced and qualitative audience data into its NXTv Programmatic Hub later this year, CEO Todd Watson said, framing the step as the next phase for local linear rather than a side experiment on digital leftovers. The hub's new data store will carry more than eight hundred lifestyle and behavioral segments. Comscore senior VP Hanna Gryncwajg said the pairing is meant to let buyers reach viewers more likely to engage rather than buying broad demos alone. Activation routes through Magnite's ClearLine integration so programmatic local linear orders can clear on traditional television paths while dashboards track linear and digital video together. Dentsu, an alpha partner on NXTv, plans to run Comscore advanced segments directly in campaign execution. Jennifer Hungerbuhler, EVP of local media investment and productivity at Dentsu, said buyers want local TV bought with the same comparability and measurement they expect from the rest of a video plan. ITN said the rollout keeps broadcaster control over which impressions are offered programmatically. Station traffic managers will need segment-to-avail mapping and refresh SLAs spelled out before national programmatic budgets move in volume.