comScore Adds New Segments to Activation Tool

In the US, comScore has expanded its Activation audience targeting tool, to include console gaming and over-the-top (OTT) audience segments, including subscription video on demand (SVOD).

Activation helps clients build targeting profiles based on demographics and cross-platform behavior across digital, TV - and now OTT and gaming. The 21 new segments, derived from comScore's proprietary Total Home Panel, have been developed to help marketers and media companies target traditionally elusive consumers with tailored messages based on their overall streaming and console gaming, as well as their consumption of OTT services. These new segments are available or are coming soon to ad tech platforms including Adobe Audience Manager, AppNexus, LiveRamp IdentityLink Data Store, Neustar IDMP, and Tru Optik.

Dan Hess (pictured), Chief Product Officer, comments: 'With more than 58 million homes viewing an average of 59 hours of OTT content each month, it has become a greater challenge for media buyers and sellers to engage this growing audience. We've combined insights from across our extensive cross-platform footprint to develop these new segments, which enable our clients to reach these viewers through other content they consume'.

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.