Comscore Introduces Global Verified Contextual Private Marketplaces (PMPs) for Connected TV and Video Advertising

Rhea-AI Summary

Comscore (NASDAQ: SCOR) has expanded its advanced brand safety and contextual categorization solutions for Connected TV (CTV) and premium video to global markets. Originally launched for U.S. clients, this capability will now serve advertisers across Europe, Latin America, and Asia-Pacific, allowing precise, cookieless contextual targeting. This upgrade enables advertisers to effectively reach audiences based on specific contextual requirements and safety criteria, enhancing their CTV campaigns. Rachel Gantz, GM of Activation Services, emphasized the necessity for brand-safe, privacy-focused data solutions in the rapidly growing CTV ad market.

Positive

• Expansion of brand safety and contextual categorization solutions to global markets.
• Enhanced ability for advertisers to target specific audiences in a privacy-safe manner.
• Utilization of sophisticated audio and visual recognition technology for better targeting.

Negative

• Current CTV advertising targeting mainly relies on incomplete metadata, which could limit effectiveness.
• Dependence on third-party data solutions may pose risks if industry standards change.

RESTON, Va., Oct. 22, 2020 /PRNewswire/ -- Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, today announced that its advanced brand safety and contextual categorization segments for Connected TV (CTV) and premium video are now available for global application. Comscore launched the capability earlier this year for U.S. clients and is now expanding to more geographic regions to meet industry demands for privacy-safe, cookieless contextual targeting.

With this announcement, advertisers will now have the ability to programmatically reach premium inventory at scale to create targeted OTT, digital video, and CTV campaigns based on pre-determined contextual requirements across Europe, Latin America and Asia-Pacific. Comscore can package OTT, digital video, and CTV inventory based on the granular segmentation its industry leading contextual and brand safety solution delivers based on sophisticated audio and visual recognition technology through verified contextual Private Marketplaces (PMPs) in an easy-to-buy deal ID.

Today, most CTV advertising targeting occurs at the app level or is based on incomplete metadata. Comscore's latest solution offers more accurate targeting through verified CTV and video contextual PMPs, allowing advertisers to go beyond simple app inclusion and exclusion lists to find more relevant content and reach more consumers. For example, with Comscore's advanced brand safety and contextual categorization segments a family-friendly food brand can find relevant video/CTV content related to baking, healthy recipes, holidays or parenting that is safe from health-related issues and that reaches consumers at the right time while those consumers are watching their favorite content.

"As CTV and premium video spending has skyrocketed, it's critical for marketers to have privacy-focused, brand safe data solutions that keep pace with the evolving media," said Rachel Gantz, GM, Activation Services, Comscore. "Investments in CTV require superior contextual categorization and brand safety tools to ensure ROI for advertisers, and we are excited to push the industry forward now at a global level."

The launch of global contextual PMPs marks the latest enhancement to Comscore's cookieless solutions within Comscore's 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. 

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 the significance of Comscore's announcement on October 22, 2020?

Comscore announced the global expansion of its brand safety and contextual categorization solutions for CTV and premium video, enhancing targeted advertising capabilities.

How will the new global contextual PMPs impact advertisers using Comscore's solutions?

Advertisers can now programmatically reach premium inventory at scale, allowing for more effective and targeted OTT and digital video campaigns.

What regions are included in Comscore's expansion of its advertising solutions?

Comscore's solutions are now available for advertisers in Europe, Latin America, and Asia-Pacific.

What technology underlies Comscore's new contextual marketing solutions?

The solutions utilize advanced audio and visual recognition technology for accurate targeting in verified Private Marketplaces.

Why is privacy-focused advertising important in today's market?

As CTV and video spending increase, advertisers need solutions that ensure brand safety and comply with privacy regulations.