Eyeota and Comscore Extend Partnership

Data onboarding and audience intelligence provider Eyeota has expanded its partnership with Comscore, to provide cookie-free contextual targeting for a broad range of verticals, across the key global markets.

Eyeota was founded in 2010 and partners with a wide range of research and data firms worldwide including GfK, YouGov, Dynata and Ipsos. In February this year it teamed up with Comscore as the latter rolled out its cookie-free targeting capability 'Predictive Audiences' across Europe, adding access to B2B audiences.

The partners say the latest deal creates 'a truly global contextual solution', combining Eyeota's global data footprint with Comscore's panels and contextual capabilities to 'transform audience targets into privacy-friendly contextual signals', across Asia and the Americas. Predictive Audiences will now offer more than 90 Eyeota audience segments, focused on B2B, but also covering verticals including automotive, consumer electronics and CPG.

Comscore was also an early adopter of Eyeota Translate, an ID-agnostic resolution for creating global data interoperability and increased digital reach and activation, and says following 'significant success' using this to translate contextual signals from mobile identifiers, will be expanding its involvement here.

Jessica Trainor, VP Programmatic Partnerships at Comscore says the company is 'committed to staying on the cutting edge of data-driven marketing' and adds: 'We are thrilled to partner with Eyeota to deliver a first-of-its-kind cookieless targeting approach to support accurate and future-proof audience targeting'. Rob Armstrong (pictured), SVP of Product at Eyeota, comments: 'The expansion of our contextual footprint into Asia and the Americas represents a big step forward for our ever-evolving industry. The need for quality and privacy-compliant targeting solutions isn't regional in nature. It's a global requirement for today's most successful enterprises. By deepening our partnership with Comscore, we'll be transforming and delivering sustainable audience targeting capabilities to brands and advertisers worldwide'.

Web sites: www.eyeota.com and www.comscore.com .

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