Comscore Releases Advanced Segmentation Data in Canada

Comscore has released advanced segmentation data for digital audiences in Canada - through the Vividata psychographic segmentation tool - providing media buyers and sellers with the ability to identify and reach online consumers based on their offline interests, attitudes and behavior.

Not-for-profit industry organization Vividata's syndicated 'Survey of the Canadian Consumer', offers a source for demographics, psychographics, lifestyle, life events, media, purchasing and brand preferences. News of the Comscore/Vividata integration follows the 2017 launch of Comscore's Plan Metrix Multi-Platform, which combines data on consumers' desktop and mobile behavior with information about their lifestyles, interests, attitudes and demographics. Rolled out in Canada last year, the platform now also offers demographics and behavioral information from Vividata's survey data, in order to provide a unified digital view.

Bryan Segal (pictured), Comscore's SVP, Commercial, comments: 'We are excited about the early client participation and industry excitement with Plan Metrix Multi-Platform. This reinforces our beliefs that there has been a gap in Canada for robust, person-centric data sets that are better aligned with how digital media is analyzed and planned today. We are looking forward to serving the industry and helping our clients deliver against these new data and insights with this innovative partnership.'

Web sites: www.comscore.com and www.vividata.ca .