Comscore Partnership Adds In-Market Auto Shoppers

Comscore has partnered with the Polk Automotive Solutions division of information and analytics firm IHS Markit to offer programmatic cookie-free audience targets for in-market auto shoppers.

Comscore Predictive Audiences uses contextual signals in a privacy-compliant manner to help advertisers reach audiences based on granular behaviour. The tool forms part of a range of cookie-free solutions within the Comscore Activation suite, which helps advertisers reach specific demographics, and behavioral TV and OTT audiences in brand-safe, relevant contexts across desktop, mobile and Connected TV.

Auto research specialist Polk was acquired by IHS back in 2013, and its data has previously been integrated with Comscore's offer. The firms say the new service outperforms competitors' cookie-based automotive behavioral segments, citing a study by independent firm H&L Partners which reported that the Comscore / Polk solution allowed an auto manufacturer to target in-market shoppers for specified make and model segments at 'a 74% lower cost per acquisition than the alternate behavioral cookie-based segments and a 34% lower cost per acquisition that the traditional contextual segments'.

Jessica Trainor, VP of Programmatic Partnerships at Comscore, comments: 'With the pace of media and regulatory change, advertisers urgently need new targeting solutions that help them achieve their business outcomes. That is why Comscore is focused on creating future-proof targeting solutions that improve advertising performance across the ecosystem'. Joe Kyriakoza (pictured), who is Vice President & General Manager of Polk Automotive Solutions at IHS Markit, says the deal is 'another great example of how our Polk Audiences deliver real results, by leveraging ownership, loyalty, and purchase behavior combined with Comscore Predictive Audiences'. He adds: 'With Polk segments integrated into Comscore's industry leading platform, automotive marketers can connect to their best prospects for every campaign and initiative'.

In June, Nielsen integrated Polk Automotive data into its audience and outcomes measurement solutions.

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