Comscore and IHS Markit Partner to Produce Cookie-Free Audience Segments That Outperform Cookie-Based Behavioral Audiences


RESTON, Virginia, December 2, 2021 / PRNewswire / – Comscore (Nasdaq: SCOR), a trusted partner for media planning, transaction and evaluation across all platforms, is pleased to announce that in partnership with IHS Markit, a global leader in Critical information, analysis and solutions, it has released cookie-free programmatic audience targets for car buyers in the market that outperform the cookie-based automotive behavioral segments of their competitors. In a recent assessment, H&L Partners, a leading independent agency, implemented segments within the Comscore Predictive Audiences solution for a major automaker looking to identify cookie-less solutions that improve performance over their tactics. existing programmatic targeting.

With many data providers deploying targeting innovations, H&L Partners evaluated Comscore’s predictive audiences against cookie-based automotive behavioral segments and traditional automotive contextual segments from other data providers. The latest solution from Comscore and Polk allowed the automaker to target market buyers for specified make and model segments in a privacy-friendly and cookie-free manner, producing a 74% lower cost per acquisition alternative behavioral segments based on cookies and a 34% lower cost per acquisition than traditional contextual segments.

“We are excited to enable innovations that simultaneously improve campaign performance for advertisers,” said Jessica trainor, Vice President of Programmatic Partnerships, Comscore. “With the pace of media and regulatory changes, advertisers urgently need new targeting solutions that help them achieve their business results. That’s why Comscore is focused on creating sustainable targeting solutions that improve ad performance across the ecosystem. “

“Comscore’s predictive methodology is a proven performance driver for our customers and one of our best tactics,” said Kao Choua View, Programmatic Media Manager at H&L Partners. “It replaced the third-party audience based on cookies and contextual targeting by achieving a better return on investment for our clients’ programmatic campaigns. “

“IHS Markit is proud to be part of the Comscore Predictive Audiences portfolio. This is another great example of how our Polk Audiences are delivering real results, leveraging ownership, loyalty and buying behavior combined with Comscore Predictive Audiences, ”said Joe kyriakoza, Vice President and General Manager, Polk Automotive Solutions, IHS Markit. “With Polk segments integrated into Comscore’s industry-leading platform, automotive marketers can connect with their best prospects for every campaign and initiative. ”

Comscore Predictive Audiences sets the standard for large-scale cookie-less audience targeting. As the only vendor in the market capable of providing a link between audience targets and privacy-aware contextual signals, Comscore enables advertisers to reach audiences based on granular behavior in a contextual manner. Predictive Audiences marks the latest enhancement to Comscore’s cookie-less solutions within the Comscore Activation Suite, which helps advertisers reach specific demographics and behavioral TV and OTT audiences in contexts that are relevant and brand-safe on the desktop , mobile and connected TV.

To find out more, visit: https://www.comscore.com/Products/Activation or contact us today.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for media planning, trading and evaluation across all platforms. With a data footprint that combines the audience intelligence of digital, linear, over-the-top and cinematic television with advanced audience insights, Comscore enables media buyers and sellers to quantify their multi-media behavior. -screens and make business decisions with confidence. A recognized leader in digital and TV audience measurement and large-scale advertising, Comscore is the industry’s emerging third-party source for reliable and comprehensive cross-platform measurement.

SOURCE Comscore


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