MediaMath Deal Continues Comscore's Brand Safety Push

Comscore and ad tech company MediaMath have partnered to launch a connected TV (CTV) and video contextual targeting solution for programmatic ad exchanges.

MediaMath's software allow users to launch, analyze and optimize digital ad campaigns across display, native, mobile, video, audio, social, digital OOH and advanced TV formats. The firm was founded in 2007 and has offices in fifteen cities worldwide, with headquarters in New York City, and in the autumn of 2019 it announced the launch of SOURCE, an industry-wide effort to create an accountable and addressable supply chain through an alliance of agencies, brands, tech companies and content owners.

Available now globally in MediaMath's demand-side platform, the Comscore feature uses frame-by-frame visual recognition and second-by-second audio processing to assess and target context for connected TV, video and livestreaming, allowing targeted and 'brand safe' advertising without the need to exclude entire categories or genres of program considered risky. For example, Comscore says an automotive advertiser can target relevant sections of a news program, while avoiding content related to car accidents and violent crime.

The launch is the latest in a line of solutions within Comscore's Activation suite designed for the post-cookie world. Rachel Gantz, the firm's General Manager, Activation Services says advertiser demand for connected TV and premium video has 'significantly increased' as consumer habits evolve: 'As these channels become more important, marketers need privacy-focused, brand-safe data solutions that help them find the right video to run within to connect with consumers. That's why we're excited to work with MediaMath to offer a contextual targeting solution in the open exchange programmatic landscape that leverages our industry-leading contextual technology'. MediaMath Chief Product Officer Anudit Vikram comments: 'Through SOURCE we provide our customers the confidence of buying advertising with safety in an efficient and accountable supply chain. Our partnership with Comscore provides an unmatched contextual approach to this and we're delighted to be partnering with them to bring this solution to market'.

Separately, Comscore has today announced a renewal and expansion agreement with Gray Television, which will see the US media group using Comscore's measurement services for the vast majority of its market footprint, representing c.19% of all US television households and adding West Palm Beach, FL; Memphis, TN; Waco, TX; and Juneau, AK to their existing contracts.

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