Partnership Boosts Comscore's Predictive Audiences

Comscore has extended its partnership with independent ad platform AdForm, making the former's Predictive Audiences solution available to the latter's clients worldwide.

The solution allows advertisers to target audiences based on consumer data attributes tied to their cross-platform content consumption, tapping Comscore's global opt-in panels and AI contextual categorization engine. Criteria include demographics, TV viewing, life stage, gaming behaviors and other interests.

Adform says the solution and its own ID Fusion technology complement each other 'by bringing clarity to online identity' in the post-GDPR and cookieless world.

Rachel Gantz (pictured), Comscore's General Manager of Activation Solutions, comments: 'As we quickly approach the reality of a cookie-free world, advertisers need to be in a position to maintain the effectiveness of their campaigns without compromising on privacy. Our expanded partnership with Adform means its customers the world over have access to even better data to ensure their advertising is reaching the precise audience they need, optimizing their campaigns and helping them make the most of their budgets'.

Stefan Sommer, SVP Global Sales & Partnerships at Adform says the extension 'enhances the range of cookie-free solutions we offer, allowing our clients to improve targeting and generate better results'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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