comScore Adds Advanced Segments to Multi-Platform Tool

comScore has added new 'Advanced Audience' segments to its digital audience measurement solution Media Metrix Multi-Platform (MMX MP), promising media buyers and sellers a deeper understanding of digital audiences based on their interests, lifestyles and behavior.

MMX MP provides a comprehensive view of digital consumer behavior across desktop computers, smartphones and tablets. The initial release of 'Advanced Audiences in Media Metrix Multi-Platform' includes IAB Digital Interests which segment consumers by more than 300 interest categories based on digital behavior. The firm says future releases will include OTT and linear TV viewing segments to help marketers engage with these 'elusive and high-value' audiences across platforms.

Dan Hess (pictured), Chief Product Officer, comments: 'With the industry's growing focus on audience-based planning and buying across screens, our customers want insights beyond traditional demographics. By integrating Advanced Audiences into Media Metrix, we're helping marketers deploy content and campaigns that efficiently reach their most important consumers'.

Web site: www.comscore.com .