Comscore has rolled out its cookie-free targeting capability 'Predictive Audiences' in the UK and Germany.
Launched last month in the US, Predictive Audiences offers a GDPR-friendly targeting solution through which advertisers can reach audiences based on CTV viewing segments. These include age and gender demographics, TV viewing, OTT consumption and consumer behaviour - the last including automotive purchase data, location data and non-FCRA financial data - all in a cookie-free environment.
By combining its own 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. Guido Fambach (pictured), EVP EMEA and APAC, comments: 'As we enter the next generation of media, we are excited to leverage our unique CTV viewership dataset to expand our offering. These solutions offer European advertisers and agencies a bridge to overcoming a gap that they have been trying to overcome for years'.
Web site: www.comscore.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.