comScore and Lotame Ink Audience Targeting Deal

Digital measurement firm comScore has partnered with web analytics and behavioral targeting firm Lotame, to provide clients with a better understanding of customers' behaviour across platforms and channels, and allow the creation of more targeted and relevant digital ads.

The deal involves the integration of comScore's digital media analytics platform Digital Analytix with Lotame's Data Management Platform (DMP).

Jodi McDermott, comScore's Group VP of Product Management, explains: 'The combination of these two solutions allows custom segments created within Digital Analytix to be enriched using Lotame's vast collection of user behavior data across platforms and across different channels. This provides joint clients with powerful data that will help them to better plan, execute, measure and optimize their digital advertising campaigns.'

Lotame's VP of Product Management Kalyan Lanka says that as well as being able to use analytics data from the two firms, clients will also have access to first and third party data from billions of cookies and mobile device IDs, and will then be able to activate these segments through their chosen adserver, DSP or SSP.

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