comScore Partners to Boost Campaign Targeting

comScore has announced an agreement with US-based Cambridge Analytica, which will integrate the measurement firm's television audience information into its own behavioral psychology and data analytics program, feeding into strategy and targeting advice for political and commercial clients.

Cambridge is the US affiliate of SCL Group, which uses data science and 25 years' experience of behaviour change consulting to advise political campaigns, issue groups and companies on connecting with their various audiences.

Specifically, comScore's Advanced Demographics will provide Cambridge Analytica with insights into which programs, stations and dayparts deliver the highest densities of the targeted audiences the latter's clients seek to influence.

Cambridge Analytica Head of TV Ed DeNicola comments: 'For years, the television industry used advertising targets that comprised demographics instead of actual product purchase or voter registration information because it was not available, resulting in wasted advertising dollars and imprecise ad targeting. Our alliance with comScore takes television ad targeting to a new level'.

Web sites: www.cambridgeanalytica.org and www.comscore.com .