Comscore Makes Connected TV Audience Deals

Comscore is extending its audience targeting solution to include connected TV (CTV), by licensing its data through Adobe Audience Manager, Google Display and Video 360, and Oracle Data Cloud.

The added capability further extends the firm's Activation solution suite, which includes a set of audience and contextual segments that help advertisers reach specific demographics, personas, and TV and OTT audiences across desktop and mobile platforms. Using its demographic assignment methodology, Comscore says it is expanding Activation's best-performing audience segments across CTV, to help clients deliver more relevant ad experiences to specific age and gender groups.

Rachel Gantz (pictured), the company's General Manager of Activation, comments: 'Connected TV has become the clear future medium for advertising, as it offers the broad reach and big screen allure of traditional TV, with the precision and measurability of addressable and digital. We are excited and proud to be leading the charge on bringing privacy-focused connected TV targeting to market, and to help our media buying partners make more strategic, impactful programmatic investments'.

The activation follows the IAB Tech Lab's guidelines for Identifiers for Advertising (IFA), which promise to protect consumer privacy by providing users with the ability to fully opt-out of ad tracking and targeting at the individual device-level.

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.

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