comScore and Adobe in Contextual Targeting Partnership

comScore has partnered with marketing software giant Adobe, to help marketers deliver relevant advertising through contextual targeting via the Adobe Advertising Cloud.

comScore's contextual technology crawls page-level content from more than 300 million URLs each day and uses a self-learning algorithm to understand word associations and pairings across roughly 350,000 topics. The technology then classifies the content of each page against industry standard and custom categories, brand safety criteria, and predicted viewability to drive placement and bid decisions, in near real-time. Sahil Gupta, Director, Global Partnerships for Adobe Advertising Cloud, says the partnership with comScore will help marketers use data to make 'smarter media decisions' and drive their businesses forward.

Anthony Psacharopoulos, EVP at comScore, adds: 'Contextual targeting has proven to be an efficient strategy for reaching relevant consumers without the use of cookie-level data and we're excited to partner with Adobe Advertising Cloud to offer a pre-bid targeting solution that leverages this approach. Paired with our post-campaign verification and measurement solutions, partners can be confident that they are targeting audiences in relevant, brand-safe environments while continuously optimizing and improving over time via a holistic, closed-loop solution'.

Web sites: www.comscore.com and www.adobe.com .