Comscore and Spiketrap in Gamer Segmentation Deal

Comscore has partnered with conversation analytics specialist Spiketrap, to expand its Predictive Audiences cookieless targeting solution specifically for gamers.

Spiketrap offers a platform for companies and brands to track and analyse conversations at scale in real time, using nlp and machine learning to understand in context what is being discussed, while eliminating spam and 'noise'.

Through the partnership, the pair will introduce gaming-oriented audience segments into Comscore's cookie-free targeting capability Predictive Audiences. Predictive Audiences enables brands and advertisers 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.

The deal uses Spiketrap's gaming experience and observations from the players, fans and enthusiasts of the most popular MMORPG, FPS and battle royale games, enabling the creation of new segments for advertisers to reach gaming audiences. Rachel Gantz (pictured), Comscore's General Manager, Activation Services, comments: 'As advertisers seek to lock in their cookie-free tactics, our solution through our collaboration with Spiketrap provides a better mechanism to reach granular gaming audiences in a cookie-free manner at scale'.

Web sites: www.comscore.com and www.spiketrap.io .

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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