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comScore Debuts Targeting Tool
Media measurement firm comScore has introduced a solution through which media buyers and sellers can reach their target audience with more relevant messaging 'in a context that is appropriate for their brand'.
 The new 'comScore Activation' tool offers an analysis of page-level content and audience behaviour, to help clients refine their existing audience targets and build new ones, and integrate them directly into their ad server or data management platform for media buying. The firm says media buyers can tailor messages based on consumer interests, and improve share-of-voice within their competitive set; while sellers can increase the value of owned content by offering packages that meet unique advertiser needs. Look-a-like modelling is also available to extend target audiences.
Manish Bhatia (pictured), Chief Product Officer, comments: 'In the age of personalisation, media buyers and sellers need to deliver highly relevant experiences and create targets based on attributes beyond age and gender. Our clients come to us because our proprietary technology enables them to create more scalable segments with precision, and they can achieve results that are superior to what they would get from using a semantics-only approach'.
Web site: www.comscore.com .
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