Adrian J Cotterill, Editor-in-Chief
Comscore (NASDAQ: SCOR) has announced that its UK and EMEA clients can now access Comscore Predictive Audiences, the industry’s first cookie-free, privacy-friendly audience targeting solution that enables advertisers to reach audiences based on granular behaviours through privacy-friendly, AI-driven contextual signals – via Xandr Curate, a product of AT&T’s advanced advertising company.
Rachel Gantz, General Manager, Activation Solutions told us “At Comscore, we are continuously innovating and expanding to stay on the leading edge of industry trends and to empower our clients to succeed in a complex, continuously shifting marketplace. The EMEA regions and the UK in particular have been clamouring for GDPR-friendly solutions that still enable next gen audience targeting at scale on CTV. We are thrilled to partner with Xandr to deliver on this for advertisers in the UK and EMEA.”
This alliance now makes Comscore Predictive Audiences available for the EMEA region in all leading Demand Side Platforms (DSPs). Predictive Audiences enable brands to programmatically reach highly sought-after audiences, based on media consumption and in-market shopping behaviours, in a cookie-free manner across desktop, mobile and CTV. Through its patent-pending Predictive Audiences capability, Comscore is able to create a crosswalk between deterministic audience behaviors and contextual signals, resulting in a GDPR friendly targeting solution that delivers on campaign KPIs at scale.
With Comscore’s Predictive Audiences now being part of Xandr Curate, the self-serve platform that allows packages of curated inventory to be sold programmatically via deals in all leading DSPs at the push of a button, it is even easier to find real-time audiences across screens at scale.
James Bird, associate director, product management, Xandr said “We’re excited to offer Comscore Predictive Audiences via Xandr Curate for the EMEA region, helping our clients access industry-leading and GDPR-compliant audience targeting solutions to ensure optimal performance for their cross-screen ad campaigns. Comscore’s Predictive Audiences will help us go even further in enabling our clients to find real-time audiences across screens at scale.”
The expansion of the Predictive Audiences offering marks the latest enhancement to Comscore’s cookie-free solutions within the Comscore Activation suite, which helps advertisers reach specific demographics and behavioural audiences in brand-safe, relevant contexts across desktop, mobile, and Connected TV.
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