Comscore Develops Cookie-Free Audience Targeting Solutions For Europe, Adding B2B-Based Predictive Audiences
Comscore Expands Predictive Audiences Solution to Even More European Markets and Announces Partnership with Eyeota
Reston, VA /PRNewswire/ - Comscore (NASDAQ: SCOR ) is pleased to announce the expansion of its Predictive Audiences capabilities into even more European markets, in addition to current capabilities available in the UK and in Germany. This unprecedented cookie-less targeting capability enables advertisers to reach audiences based on granular consumer behaviors through privacy-friendly contextual signals from B2B data.
Following the launch of Predictive Audiences based on CTV audience data in the UK and Germany, Comscore is delighted to further expand its Activation suite. By combining its leading media consumption data with the industry's second largest contextual crawler and intelligent categorization technology, Comscore is able to turn audience targets into privacy-friendly contextual signals. With the addition of data from a new partnership with Eyeota, advertisers can now add B2B data to reach even more relevant audiences. In addition, cookie-free audiences by age and gender, based on Comscore's best demographics, are now available for UK, France, Germany, Spain and Italy. These valuable audiences are available in major DSPs for contextual pre-offer targeting for web, video, CTV and podcast content.
As part of the new partnership with Eyeota, the main audience technology platform enabling the intelligent use of data, this solution will be the first to market its B2B audiences without cookies. Eyeota's rich global history and granular audience data will help power the next generation of cookie-free B2B audiences in European markets.
“At Comscore, we are constantly innovating and developing to stay on top of industry trends and to enable our customers to succeed in a complex and ever-changing market,” said Guido Fambach, Senior Vice President EMEA and APAC, Comscore. “We are excited to partner with top data providers such as Eyeota to allow us to continue to provide our customers with the solutions they need. "
“We are excited to bring innovation to European markets,” said Rachel Gantz, Managing Director of Activation Solutions at Comscore. “This latest addition to our Activation suite, which now includes B2B data, provides European advertisers with advanced capabilities to help their customers precisely target their audience in a contextual and GDPR-friendly way. "
“It is imperative for our customers that the move to a cookie-free environment does not disrupt the information we are able to provide,” said Norman Riveros, CTO of Avid Media, part of Dentsu Aegis Network. “With the launch of Comscore's Predictive Audiences, we are excited to reach their target audiences based on granular consumer behaviors so that they are prepared for the changing programming landscape. "
“Even as the industry evolves, the continued need for quality data and privacy-compliant targeting solutions remains paramount for any brand or advertiser,” said Howard Luks, CEO of Eyeota. “We are delighted to activate our extended European footprint and to deepen our partnership with Comscore to provide an accessible and user-friendly solution for cookie-free advertising. "
This Expansion of Predictive Audiences marks the latest enhancement to Comscore's cookie-less solutions within the Comscore Activation Suite, which helps advertisers reach specific, demographic and behavioral audiences in relevant and brand-safe contexts, on desktop , mobiles and connected television. To learn more, visit: https://www.comscore.com/Products/Activation or contact us today.
About Comscore
Comscore (NASDAQ: SCOR ) is a trusted partner for media planning, monetization and evaluation across all platforms. Using a data footprint that combines intelligence from digital, linear TV, OTT and movie theater admissions with advanced audience information, Comscore enables media buyers and sellers to quantify behavior multi-screen and make business decisions with confidence. A recognized leader in digital and TV audience measurement and large-scale advertising, Comscore is the industry's trusted third-party source for reliable and comprehensive cross-platform measurement.
Source: Comscore
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