Comscore has launched what it describes as the industry's first cookie-free targeting capability. 'Predictive Audiences' promises advertisers the ability to reach consumers based on their behavior across digital, mobile and connected TV (CTV) campaigns.
Comscore says that as the industry bids farewell to third-party cookies, privacy-focused panels at scale are essential to understanding consumer behavior. Its own panel of three million opt-in panelists globally provides demographics and measurement capabilities across web, mobile and connected TV; forming the basis of the firm's cookie-free solutions.
With its launch partners - audience data providers IHS Markit, PlaceIQ and TransUnion - Comscore's new Predictive Audiences service enables brands to continue to reach audiences based on age and gender demographics, TV viewing, OTT consumption and consumer behavior - such as automotive purchase data, location data and non-FCRA financial data - all in a cookie-free environment. By combining its media consumption data assets with contextual crawler and intelligent categorization technology, Comscore says it can convert audience segments into contextual-based TV and OTT viewing segments, for cookie-free targeting. The firm claims this makes Predictive Audiences a 'future-proof' replacement for traditional audience targeting.
Rachel Gantz (pictured), the firm's General Manager, Activation Solutions, comments: 'With a cookie-free future fast approaching, it's important to develop privacy-forward new approaches so that brands will still be able to utilize consumer behavior to reach refined audiences. In very short order, the ability to reach relevant consumers in a cookie-free manner based on cross-screen behavior will be table stakes for success'.
Web site: www.comscore.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.