comScore and i360 Team Up for Voter Insights

Digital measurement specialist comScore and data technology provider i360 have partnered to provide insights into the online behavior of the US voting public.

Through the partnership, the firms have developed 'i360 Segments', a new tool using comScore's Segment Metrix, to enable clients to profile online audiences. Segments are based on audience demographics, political affiliation, attitudes towards economic and social issues, and other characteristics such as income and purchasing preferences.

Marketers can cross these segments with online behavioral data to understand where these specific audiences are going online, and how they engage with different media and content.

Similar to the Segment Metrix segmentation offerings, i360 Segments is based on completely anonymized data used only for aggregate reporting purposes.

James Muldrow (pictured), comScore Product Manager for Segment Metrix, comments: 'Through the integration of i360's wealth of data points on the American voting population and our online behavioral insights, clients now have an unprecedented view into how audiences exhibiting certain political behaviors and characteristics, engage with various online media.'

Web sites: www.comscore.com and www.i-360.com .