Comscore and TargetSmart in Political Ad Data Deal

Comscore has partnered with political data provider TargetSmart, to create customized political ad segments.

Designed exclusively for local markets, the new customized segments bring together Comscore's StationView Essentials data on household viewing preferences and TargetSmart voter information gathered from hundreds of millions of registered and unregistered voters, with the final output being station/daypart and series-level performance against custom segmentation. The firms say this will enable political agencies to more effectively reach target audiences by devising 'smarter, more accurate advertising plans that result in more powerful campaigns'.

Segments will focus on the key voter categories that are most likely to sway election outcomes, including non-voters in 2016, soft partisan and independent likely voters, and white working-class voters. Tom Bonier, CEO of TargetSmart, says the partnership will equip campaigns and advertisers with the tools needed to gain a more comprehensive and complete understanding of the electorate.

Pamela Barratta, VP, Political Sales at Comscore, adds: 'Voters are exposed to an overwhelming amount of advertising, and it is increasingly difficult to cut through the noise. Over the past six years, Comscore has woven itself deeply into the electoral process by drawing on our massive and passive local market measurement footprint to deliver unique insights for political campaigns and organizations'.

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