comScore and Oracle Data Cloud Launch TV Segmentation

comScore is working with enterprise software giant Oracle to offer audience targeting using new TV segments. Targets can include specific types / personas, or those who have viewed particular TV ads.

Users can build the segments in Oracle's Data Cloud and then activate them for campaign execution via major DSPs and social networks. The partners say the launch frees marketers from having to overlay multiple segments from multiple providers to target key personas, and offers precise digital retargeting for TV ad campaigns, as well as the option to drive tune-in for programs and live events. Alternatively, clients can use comScore's established demographic, syndicated TV and OTT consumption segments.

Rachel Gantz (pictured), SVP, Commercial Sales at comScore, comments: 'Today's audiences consume content seamlessly across platforms, so it's critical that advertisers leverage a holistic approach that extends their TV advertising efforts with desktop and mobile. As a trusted currency, we are excited to bring these segments to the market through Oracle Data Cloud, so our partners can implement more precise targeting strategies and optimize reach and frequency of their campaigns across mobile, desktop, OTT and TV'.

Web sites: www.comscore.com and www.oracle.com .