Comscore and IHS Markit, PlaceIQ, and TransUnion Launch First Cookie-Free Audience Targeting Solution at Scale

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has launched Predictive Audiences, the first cookie-free targeting capability for advertisers, in response to upcoming cookie deprecation. This innovative solution utilizes privacy-friendly contextual signals and provides advertisers with the ability to reach specific audiences based on behaviors such as demographics and media consumption. Available in Q1 2021, it leverages partnerships with IHS Markit, PlaceIQ, and TransUnion to enhance advertising accuracy while respecting consumer privacy. Comscore’s significant panel size further supports this initiative, ensuring relevant insights for effective campaign execution.

Positive

• Launch of Predictive Audiences offers a cookie-free targeting solution, addressing advertising needs amid cookie deprecation.
• The solution allows targeting based on detailed consumer behavior and demographics, enhancing campaign precision.
• Partnerships with IHS Markit, PlaceIQ, and TransUnion provide comprehensive audience data for improved targeting capabilities.
• Comscore's extensive data panel with over 3 million opt-in panelists supports effective audience insights in a cookie-free environment.

Negative

• None.

RESTON, Va., Jan. 11, 2021 /PRNewswire/ -- With third-party cookie deprecation fast approaching, advertisers need bold new solutions to ensure their campaigns continue to reach the right audiences without interruption. As a trusted partner for planning, transacting and evaluating media across platforms, Comscore (NASDAQ: SCOR) is excited to launch Predictive Audiences – the industry's first cookie-free targeting capability that enables advertisers to reach audiences based on granular consumer behavior through privacy-friendly contextual signals. The new solution, which delivers scale and precision beyond what is currently available in the industry, will be available in Q1 2021 for audiences from Comscore, IHS Markit, PlaceIQ, and TransUnion for use across digital, mobile, and connected TV (CTV) campaigns.

With Predictive Audiences, brands can continue to reach granular audiences aligned to their campaign goals based on age and gender demographics, TV viewership, OTT consumption, and consumer behaviors such as automotive purchase data, location data, and non-FCRA financial data – all in a cookie-free environment.

Critically, this innovation empowers advertisers to continue leveraging Comscore's massive cross-platform data footprint and market-leading methodologies while adapting their strategies to prepare for the cookie-free era. By combining Comscore's leading media consumption data assets with the industry's second-largest contextual crawler and intelligent categorization technology, Comscore is able to translate audience segments at scale into contextual signals for cookie-free targeting. Leveraging these assets, Comscore has created contextual-based TV and OTT viewership segments. Furthermore, by partnering with best-in-class audience data providers IHS Markit, PlaceIQ, and TransUnion, Comscore is excited to advance the industry with viable cookie-free alternatives to maintain campaign KPIs and mitigate risk as the privacy and ID environments evolve. 

"With a cookie-free future fast approaching, it's important to develop privacy-forward new approaches so that brands will still be able to utilize consumer behavior to reach refined audiences," said Rachel Gantz, General Manager, Activation Solutions, Comscore. "In very short order, the ability to reach relevant consumers in a cookie-free manner based on cross-screen behaviors will be table stakes for success."

As the industry bids farewell to third-party cookies, privacy-focused panels at scale are vital to understanding consumer behaviors. Comscore has the largest panel with comprehensive demographics and complete measurement capabilities across web, mobile and connected TV. This forms the core of Comscore's cookie-free solutions, with over 3 million opt-in panelists globally representing a source of truth for audience insights.

"The intersection of Comscore's digital panels, TV panel, router data, and crawler uniquely position us to provide valuable privacy-focused segments to advertisers," said David Algranati, Chief Product Officer, Comscore. "These assets are a critical reason why we are able to deliver next-generation methodologies that push the industry forward in a way that respects consumer privacy while enabling advertising accuracy."

"Integrating Polk Audiences into Comscore's latest solution allows advertisers to better understand opportunities to reach in-market automotive consumers," said Joe Kyriakoza, vice president and general manager, Polk Automotive Solutions, IHS Markit. "Combined with Comscore's unique data assets and transformative methodology, the integration of Polk Audiences helps marketers reach the most qualified consumers for their campaigns, resulting in greater success for their brands."

"Over the past decade, location intelligence has become an incredibly important element of how businesses connect with and understand audiences, and providing such insights in a privacy-minded manner is at the core of PlaceIQ's mission," said Duncan McCall, CEO, PlaceIQ. "We are continually evolving our approach to meet the highest standards of consumer respect, and are proud to contribute to solutions like Comscore's Predictive Audiences to drive the industry forward as it prepares to deliver relevant advertising and impact independent of cookies."

"TransUnion is excited to partner with Comscore to provide marketers with cookie-free targeting solutions to reach precise audiences across some of our best-in-class financial marketing attributes," said Matt Spiegel, executive vice president of marketing solutions and head of media vertical at TransUnion. "Cookie-free targeting is the future of the advertising ecosystem, and TransUnion is thrilled to be at the forefront of this important advancement for the media industry."

The launch of Predictive Audiences marks the latest enhancement to Comscore's 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. To learn more, visit: https://www.comscore.com/Products/Activation or contact us today.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, visit www.comscore.com.

 

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SOURCE Comscore

FAQ

What is Comscore's new Predictive Audiences solution?

Predictive Audiences is Comscore's first cookie-free targeting capability that allows advertisers to reach specific audiences based on consumer behavior and demographics without using third-party cookies.

When will the Predictive Audiences solution be available?

The Predictive Audiences solution will be available in Q1 2021.

What companies are partnering with Comscore for this new targeting capability?

Comscore has partnered with IHS Markit, PlaceIQ, and TransUnion to enhance its Predictive Audiences solution.

How does Predictive Audiences improve advertising accuracy?

Predictive Audiences improves advertising accuracy by utilizing granular consumer behavior data and advanced audience insights, allowing for targeted campaigns in a cookie-free environment.