Comscore Continues with Innovations in Italy

Rhea-AI Summary

Comscore (NASDAQ: SCOR) announced significant advancements in its digital audience measurement offerings in Italy. Following the recent expansion of its GDPR-friendly, cookie-free targeting capability, Comscore introduces enhanced granularity in age reporting for Mobile Metrix and MMX Multi-Platform. This expansion now includes new age demographics of 35 to 44 and 45+ years old, allowing for better audience segmentation. These updates reflect Comscore's commitment to improving cross-media measurement capabilities and enhancing its international presence.

Positive

• Introduction of new age demographics (35 to 44 and 45+) enhances audience segmentation.
• Expansion of GDPR-friendly cookie-free targeting capabilities in Italy supports evolving media landscape.
• Continued commitment to strengthening international footprint and video measurement capabilities.

Negative

• None.

MILAN, April 23, 2021 /PRNewswire/ -- Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, again showed its continued dedication to innovations in one of its key markets, Italy. Following the expansion of Predictive Audiences - the first of its kind GDPR-friendly, cookie-free targeting capability - to more European markets, including Italy, last month, Comscore is now rolling out further developments to its measurement suite.

The latest enhancement to Comscore's digital audience measurement solution increases granularity in age reporting for Italy in both Mobile Metrix and MMX Multi-Platform with the introduction of two new age targets: 35 to 44 and 45+ years old. The expanded demographics will allow publishers, advertisers and agencies to leverage Comscore Mobile Metrix and MMX Multi-Platform to further segment online consumers, allowing for a deeper understanding of how audiences consume online and video across desktop, smartphones and tablets.

This announcement follows the introduction of CTV measurement capabilities across the UK, Germany and Australia, with more countries to follow in 2021, and are part of the ongoing commitment by Comscore to continue strengthening its international footprint as well as its dedication to European video measurement.

"The media landscape and consumption patterns are evolving fast. To meet the challenges that come with this evolution, at Comscore we are constantly expanding our capabilities," said Joris Goossens, Executive Vice President for EMEA & APAC at Comscore. "We are delighted to be offering the Italian market our latest innovations and developments to continue delivering best in class measurement."

"We are excited to see so many innovations coming to the Italian market," said Fabrizio Angelini, CEO, Sensemakers. "The introduction of predictive audiences, new developments to the existing measurement suite and plans for additional improvements in the near future, demonstrates the dedication of Comscore to delivering true cross-media measurement to our clients in Italy."

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 linear 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 recent innovations has Comscore (SCOR) announced for the Italian market?

Comscore has introduced enhanced age reporting in its measurement suite, including new age demographics of 35 to 44 and 45+ years old.

How does Comscore (SCOR) enhance cross-media measurement?

Comscore is expanding its GDPR-friendly, cookie-free targeting capabilities and increasing audience segmentation in Italy.

What is the significance of the new age targets introduced by Comscore (SCOR)?

The new age targets allow for a deeper understanding of audience behavior across different platforms, helping advertisers and publishers effectively reach consumers.

What is Comscore's commitment to video measurement in Europe?

Comscore continues to enhance its video measurement capabilities, as shown by the recent expansion of its offerings in multiple European markets.