comScore Launches 'Activation' Targeting Suite

comScore has launched an ad targeting product suite called 'Activation', using a combination of big data, artificial intelligence and machine learning assets.

The tool uses data from comScore's planning and measurement products - comprising behavioral data across desktop, mobile and TV - to create audience segments, which can be deployed in client-owned or third-party ad platforms. The new service is currently available in more than fifteen ad tech platforms including Adobe, AppNexus, Centro, Salesforce, Tru Optik and Videology. In addition, a contextual engine, based on proprietary pattern-profiling methodology, allows clients to add page-level relevance and brand safety analysis to their campaign delivery.

The firm says early customers are already using Activation to create demographic and advanced audience targets based on comScore's TV, over-the-top, digital and cross-platform behavioral data. With this solution, advertisers can execute TV retargeting campaigns by segmenting audiences based on TV campaign exposure, to extend reach to unexposed audiences online. They can also retarget exposed audiences across desktop and mobile, or create lookalike models to deliver targeted messaging.

Dan Hess (pictured), EVP of Products, comments: 'The media industry is moving in the direction of advanced audience segmentation and more intelligent, quality campaign delivery. comScore Activation provides our clients with a number of ways to find and activate their most valuable audience segments based on consumers' behavior across all platforms, while ensuring ads will be delivered in quality, brand safe environments. This allows them to extract greater value out of the advertising ecosystem and drive stronger ROI'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.