Comscore and Viant in Cookie-Free Targeting Deal

Comscore is to integrate its contextual Activation suite into ad tech company Viant's cross-channel programmatic ad platform, Adelphic, allowing Viant's advertisers to use Comscore's cookie-free targeting solutions.

Viant's platform enables ad buyers to plan, buy and measure their investments, and its Identity Resolution capabilities have linked 115 million US households to more than 1 billion connected devices. Last year, the firm was granted a US patent for technology allowing the identification of an Internet connected household (ICH).

With this agreement, Viant's customers will be able to access Comscore's Activation suite, based on the latter's cookie-free targeting capability Predictive Audiences, through which brands can reach those audiences aligned to their campaign goals based on TV viewing, OTT consumption and consumer behavior. Viant CMO Jon Schulz says the deal will deliver more options for brands and agencies looking to deliver their messages via contextually relevant environments.

Lee Blickstein, Comscore's VP Activation Solutions, comments: 'We're excited to expand this relationship with Viant to bring privacy-friendly targeting options across digital and CTV for their brands and agencies. With the deprecation of cookies fast approaching, advertisers need to ensure they can continue to engage with their target audiences in the proper environments, and that's exactly what our contextual solutions deliver'.

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