RESTON, Va., Dec. 3, 2020 /PRNewswire/ -- Comscore
(NASDAQ: SCOR), a trusted partner for planning, transacting, and
evaluating media across platforms, and MediaMath, acclaimed
independent advertising technology company for leading brands and
agencies, today announced they have partnered to launch a connected
TV (CTV) and video contextual targeting solution for the open
exchange programmatic landscape available now globally in
MediaMath's demand-side platform.
This first-ever capability uses frame-by-frame visual
recognition and second-by-second audio processing to provide
contextualization of the full content for connected TV, video and
livestreaming. These capabilities empower advertisers to target
relevant and brand safe CTV and video content programmatically,
allowing them to take advantage of skyrocketing connected viewing
from consumers in a safe and relevant way.
Brands and agencies are seeking innovative new solutions within
CTV and livestreaming that allow them to connect with consumers
while prioritizing privacy and brand safety.
Comscore gives advertisers the tools to get beyond the existing
approach to contextual targeting: less sophisticated solutions that
can serve to limit CTV reach. Technology-driven solutions allow
brands to identify content that is both relevant and brand safe
without excluding an entire category or genre. For example: an
automotive advertiser can target relevant sections of a news
program, while avoiding content related to car accidents and
violent crime. Comscore's next-gen solution can be applied to CTV
and video impressions across leading inventory partners.
"Advertiser demand for connected TV and premium video has
significantly increased in line with evolving consumer consumption
habits," said Rachel Gantz, General
Manager, Activation Services, Comscore. "As these channels become
more important, marketers need privacy-focused, brand-safe data
solutions that help them find the right video to run within to
connect with consumers. That's why we're excited to work with
MediaMath to offer a contextual targeting solution in the open
exchange programmatic landscape that leverages our industry-leading
contextual technology. With Comscore, advertisers get an unmatched
scalable privacy-first solution to reach the right customers at the
right times."
"MediaMath overlays the efficiency of programmatic buying with a
commitment to the transparency and safety which brands rightly
demand in the CTV world," said Anudit Vikram, Chief Product
Officer, at MediaMath. "Through SOURCE we provide our customers the
confidence of buying advertising with safety in an efficient and
accountable supply chain. Our partnership with Comscore provides an
unmatched contextual approach to this and we're delighted to be
partnering with them to bring this solution to market."
"As Connected TV becomes a core layer in our performance
marketing strategy for our clients, our programmatic trading team
will now be able to layer in Comscore's proprietary advanced
cookieless contextual targeting that will further ensure greater
relevancy and brand safety for every impression," said Neil Nguyen, Global Chief Digital Officer at
Havas Edge and Edge Performance Network. "We are excited to partner
with Comscore, one of our data partners to bring this incremental
targeting capabilities to a rapidly growing CTV and digital video
landscape."
The launch of CTV and video contextual targeting for
programmatic exchanges marks the latest enhancement to Comscore's
cookieless solutions within Comscore's 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.
About MediaMath
MediaMath helps the world's top brands
deliver personalized digital advertising across all connected
touchpoints. Over 9,500 marketers in 42 countries use our
demand-side platform every day to launch, analyze, and optimize
their digital advertising campaigns across display, native, mobile,
video, audio, digital out of home, and advanced TV formats. Founded
in 2007 as a pioneer in "programmatic" advertising, MediaMath is
recognized as a Leader in the Gartner 2020 Magic Quadrant for Ad
Tech and has won Best Account Support by a Technology Company for
two years in a row in the AdExchanger Awards.
MediaMath initiated an industry-wide effort to create a 100%
accountable, addressable and aligned supply chain through SOURCE
ecosystem. SOURCE by MediaMath is a technical and commercial
framework for agencies, brands, tech companies, and content owners
designed to provide long-term sustainable solutions for a clean
digital media supply chain with brand-safe, viewable inventory.
MediaMath has offices in 15 cities worldwide and is headquartered
in New York City. To learn more about how MediaMath helps
innovative marketers delight their customers and drive real
business outcomes, follow us at @mediamath or
visit www.mediamath.com
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SOURCE Comscore
