First-Party Data for Comscore's Predictive Audiences

Comscore is to begin incorporating first-party data into its cookie-free audience targeting solution, Predictive Audiences, in collaboration with Experian, InfoSum and LiveRamp.

Launched earlier this year, Predictive Audiences provides access to consumers based on their behaviour across digital, mobile and connected TV (CTV) campaigns. The solution provides a standard for cookie-free audience targeting at scale, enabling advertisers to reach audiences based on granular behavior in context.

According to Comscore, the addition of first-party data ensures that advertisers can continue to rely on their own first-party data while using its contextual methodologies. With existing Predictive Audiences, brands can continue to reach audiences aligned to their campaign goals based on age and gender demographics, TV viewing, OTT consumption, and consumer behavior - such as automotive purchase data, B2B audiences, gaming data, location data, and non-FCRA financial data - all in a cookie-free environment.

Rachel Gantz (pictured), Comscore's General Manager, Activation Solutions, comments: 'As the cookie-free future draws closer, it's clear that advertisers need better mechanisms to leverage their first party data in a privacy-centric and cookie-free way. We're thrilled to collaborate with all the major matching and clean room leaders to enhance our Predictive Audiences solution, which is the only capability in the market that offers this first-party integration at scale for advertisers across geographies'.

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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