Comscore Brings Cookie-Free Connected TV (CTV) Audience Targeting to Europe with Predictive Audiences

Rhea-AI Summary

Comscore (NASDAQ: SCOR) is launching its Predictive Audiences, a cookie-free targeting solution for Connected TV (CTV) advertisers in the UK and Germany. This innovative technology allows advertisers to target audiences based on granular CTV viewing behaviors while complying with GDPR regulations. Comscore utilizes its unique data assets, including opted-in digital panel data and contextual signals, to enhance audience targeting. This expansion follows the earlier launch of CTV measurement capabilities in select European markets, offering advertisers new opportunities to extend their linear TV ad buys.

Positive

• Launch of Predictive Audiences targeting solution for CTV in the UK and Germany.
• Compliance with GDPR regulations, enhancing privacy-friendly advertising.
• Utilization of unique data assets for granular audience targeting.
• Expansion of cookie-free solutions within the Comscore Activation suite.

Negative

• None.

RESTON, Va., Feb. 4, 2021 /PRNewswire/ -- Comscore (NASDAQ: SCOR) is excited to announce the expansion of Predictive Audiences – the industry's first cookie-free, GDPR-friendly targeting capability that enables advertisers to reach audiences based on granular CTV viewership behavior through privacy-friendly contextual signals – starting with the UK and Germany markets.

Comscore has created cookie-free CTV viewership segments for advertisers by leveraging its unique set of data assets comprised of its opted-in digital panel, rich behavioral data, CTV ad exposure and viewership data, and its superior contextual crawler. This innovation marks the first cookie-free audience targeting solution for CTV in Europe.

After announcing the launch of international CTV measurement capabilities in select European markets last year, Comscore is now expanding the range of solutions offered to its clients.

With this release advertisers will be able to programmatically reach highly sought-after audiences, based on their CTV viewership behavior, in a cookie-free manner across desktop, mobile and CTV. Through this patent-pending capability, Comscore is able to translate CTV viewership behaviors in UK and Germany into contextual signals, advancing the industry's GDPR-friendly solutions to reach granular CTV audiences. Now advertisers will have additional options for extending linear TV ad buys and reaching new audiences in the UK and Germany markets, with more markets expected to be announced soon. Comscore's new Predictive Audiences based on UK and Germany CTV viewership behaviors are available today in leading demand-side platforms.

"Comscore has been the gold standard for measuring audiences and advertising across platforms. As we enter the next generation of media, we are excited to leverage our unique CTV viewership dataset to expand our offering," said Guido Fambach, EVP EMEA and APAC, Comscore. "These solutions offer European advertisers and agencies a bridge to overcoming a gap that they have been trying to overcome for years."

"The media landscape and consumption patterns are evolving fast and the need for advertisers to reach granular audiences in Europe did not diminish upon the implementation of GDPR" said Rachel Gantz, General Manager, Activation Solutions, Comscore. "With these industry-leading capabilities, Comscore is excited to bring the value of audience targeting back to Europe translated into an unmatched contextual capability."

The expansion 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 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.

 

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SOURCE Comscore

FAQ

What is Comscore's new Predictive Audiences feature?

Comscore's Predictive Audiences feature is a cookie-free targeting solution for CTV advertisers that allows them to reach audiences based on viewing behaviors in compliance with GDPR.

When was the Predictive Audiences feature launched by Comscore?

Comscore announced the launch of the Predictive Audiences feature on February 4, 2021.

In which markets is Comscore expanding its Predictive Audiences?

Comscore is expanding its Predictive Audiences to the UK and Germany markets.

How does Comscore ensure GDPR compliance with its advertising solutions?

Comscore's advertising solutions utilize cookie-free targeting methods and privacy-friendly contextual signals to ensure compliance with GDPR.

What advantages does Predictive Audiences offer to advertisers?

Predictive Audiences allows advertisers to programmatically reach targeted audiences based on CTV viewing behaviors across desktop, mobile, and CTV.