RESTON, Va., Jan. 11, 2021 /PRNewswire/ -- With third-party
cookie deprecation fast approaching, advertisers need bold new
solutions to ensure their campaigns continue to reach the right
audiences without interruption. As a trusted partner for planning,
transacting and evaluating media across platforms, Comscore
(NASDAQ: SCOR) is excited to launch Predictive Audiences – the
industry's first cookie-free targeting capability that enables
advertisers to reach audiences based on granular consumer behavior
through privacy-friendly contextual signals. The new solution,
which delivers scale and precision beyond what is currently
available in the industry, will be available in Q1 2021 for
audiences from Comscore, IHS Markit, PlaceIQ, and TransUnion for
use across digital, mobile, and connected TV (CTV) campaigns.
With Predictive Audiences, brands can continue to reach granular
audiences aligned to their campaign goals based on age and gender
demographics, TV viewership, OTT consumption, and consumer
behaviors such as automotive purchase data, location data, and
non-FCRA financial data – all in a cookie-free environment.
Critically, this innovation empowers advertisers to continue
leveraging Comscore's massive cross-platform data footprint and
market-leading methodologies while adapting their strategies
to prepare for the cookie-free era. By combining Comscore's
leading media consumption data assets with the industry's
second-largest contextual crawler and intelligent categorization
technology, Comscore is able to translate audience segments at
scale into contextual signals for cookie-free targeting. Leveraging
these assets, Comscore has created contextual-based TV and OTT
viewership segments. Furthermore, by partnering with best-in-class
audience data providers IHS Markit, PlaceIQ, and TransUnion,
Comscore is excited to advance the industry with viable cookie-free
alternatives to maintain campaign KPIs and mitigate risk as the
privacy and ID environments evolve.
"With a cookie-free future fast approaching, it's important to
develop privacy-forward new approaches so that brands will
still be able to utilize consumer behavior to reach refined
audiences," said Rachel Gantz,
General Manager, Activation Solutions, Comscore. "In very
short order, the ability to reach relevant consumers in a
cookie-free manner based on cross-screen behaviors will be table
stakes for success."
As the industry bids farewell to third-party cookies,
privacy-focused panels at scale are vital to understanding consumer
behaviors. Comscore has the largest panel with comprehensive
demographics and complete measurement capabilities across web,
mobile and connected TV. This forms the core of Comscore's
cookie-free solutions, with over 3 million opt-in panelists
globally representing a source of truth for audience insights.
"The intersection of Comscore's digital panels, TV panel, router
data, and crawler uniquely position us to provide valuable
privacy-focused segments to advertisers," said David Algranati, Chief Product Officer,
Comscore. "These assets are a critical reason why we are able to
deliver next-generation methodologies that push the industry
forward in a way that respects consumer privacy while enabling
advertising accuracy."
"Integrating Polk Audiences into Comscore's latest solution
allows advertisers to better understand opportunities to reach
in-market automotive consumers," said Joe
Kyriakoza, vice president and general manager, Polk
Automotive Solutions, IHS Markit. "Combined with Comscore's unique
data assets and transformative methodology, the integration of Polk
Audiences helps marketers reach the most qualified consumers for
their campaigns, resulting in greater success for their
brands."
"Over the past decade, location intelligence has become an
incredibly important element of how businesses connect with and
understand audiences, and providing such insights in a
privacy-minded manner is at the core of PlaceIQ's mission," said
Duncan McCall, CEO, PlaceIQ. "We are
continually evolving our approach to meet the highest standards of
consumer respect, and are proud to contribute to solutions like
Comscore's Predictive Audiences to drive the industry forward as it
prepares to deliver relevant advertising and impact independent of
cookies."
"TransUnion is excited to partner with Comscore to provide
marketers with cookie-free targeting solutions to reach precise
audiences across some of our best-in-class financial marketing
attributes," said Matt Spiegel,
executive vice president of marketing solutions and head of media
vertical at TransUnion. "Cookie-free targeting is the future of the
advertising ecosystem, and TransUnion is thrilled to be at the
forefront of this important advancement for the media
industry."
The launch of Predictive Audiences marks the latest enhancement
to Comscore's cookie-free solutions within the Comscore Activation
suite, which helps advertisers reach specific demographics, and
behavioral TV and OTT audiences in brand-safe, relevant contexts
across desktop, mobile, and Connected TV. To learn more, visit:
https://www.comscore.com/Products/Activation or contact us
today.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted
partner for planning, transacting and evaluating media across
platforms. With a data footprint that combines digital, linear TV,
over-the-top and theatrical viewership intelligence with advanced
audience insights, Comscore allows media buyers and sellers to
quantify their multiscreen behavior and make business decisions
with confidence. A proven leader in measuring digital and TV
audiences and advertising at scale, Comscore is the industry's
emerging, third-party source for reliable and comprehensive
cross-platform measurement. To learn more about Comscore, visit
www.comscore.com.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/comscore-and-ihs-markit-placeiq-and-transunion-launch-first-cookie-free-audience-targeting-solution-at-scale-301204821.html
SOURCE Comscore