comScore Unveils Predictive Modeling Platform

Online measurement firm comScore has launched a predictive modeling platform, to enable publishers to help advertisers and media planners reach their target audiences.

The new Audience Advantage platform uses anonymized data from comScore's proprietary research panel of opt-in Internet users, aggregated into a number of consumer segments.

From this data, the firm builds predictive algorithms that can determine which site visitors should receive a particular ad. These algorithms use consumer variables such as demographics, search activity, site visitation, and online and offline transactional behaviour.

In addition, the platform can tap third-party databases that are integrated with the firm's research panel to provide anonymous offline purchase behavior data.

'Audience Advantage enables publishers to use lookalike models to reach the audience that mirrors the advertiser's best prospects,' explained EVP Erin Hunter. 'Through the platform, advertisers will be able to demonstrate higher value in the campaigns they deliver, while advertisers will be able to minimize wasted impressions and reduce the total cost of advertising outlays.'

Web site: www.comscore.com .