The company’s contextual audience segments are built using a global panel of three million internet users.
Comscore is aiming to become the new measurement standard for the next generation of TV ads by announcing new partnerships. These partnerships are designed to allow advertisers to match first-party data to contextual audience segments.
Based on this update, brands can now take segments from Experian, InfoSum and LiveRamp and then feed them into Predictive Audiences to navigate away from third-party cookies. The company will charge for the service based on usage.
Rachel Gantz, GM of Comscore’s activation services, said, “We use the clean rooms or matching providers as the mechanism to understand a seed set of panelists or opt-in folks who have performed a given behaviour.” Gantz further added that they can translate the media consumption patterns and behaviour to contextual signals.
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