RESTON, Va., Dec. 2, 2021 /PRNewswire/ -- Comscore
(Nasdaq: SCOR), a trusted partner for planning, transacting and
evaluating media across platforms, is excited to announce that in
partnership with IHS Markit, a world leader in critical
information, analytics and solutions, it has released programmatic
cookie-free audience targets for in-market auto shoppers that
outperform their competitors' cookie-based automotive behavioral
segments. In a recent evaluation, H&L Partners, a leading
independent agency, implemented segments within Comscore Predictive
Audiences solution for a major auto manufacturer who was seeking to
identify cookie-free solutions that improved performance over their
existing programmatic targeting tactics.
With many data providers rolling out targeting innovations,
H&L Partners evaluated Comscore Predictive Audiences against
other data providers' cookie-based automotive behavioral segments
and traditional automotive contextual segments. Comscore and
Polk's latest solution enabled the automotive manufacturer to
target in-market shoppers for specified make and model segments in
a privacy-forward and cookie-free manner, producing a 74% lower
cost per acquisition than the alternate behavioral cookie-based
segments and a 34% lower cost per acquisition that the 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
change, advertisers urgently need new targeting solutions that help
them achieve their business outcomes. That is why Comscore is
focused on creating future-proof targeting solutions that improve
advertising performance across the ecosystem."
"Comscore's predictive methodology is a proven performance
driver for our clients and is one of our top tactics," said
Kao Choua Vue, Programmatic Media
Manager at H&L Partners. "It has superseded cookie-based
third-party audience and contextual targeting by achieving greater
ROI for our client's programmatic campaigns."
"IHS Markit is proud to be a part of the Comscore Predictive
Audiences portfolio. This is another great example of how our Polk
Audiences deliver real results, by leveraging ownership, loyalty,
and purchase behavior combined with Comscore Predictive Audiences,"
said Joe Kyriakoza, Vice President
& General Manager, Polk Automotive Solutions, IHS Markit. "With
Polk segments integrated into Comscore's industry leading platform,
automotive marketers can connect to their best prospects for every
campaign and initiative."
Comscore Predictive Audiences is setting the standard for
cookie-free audience targeting at scale. As the only provider in
market able to provide a crosswalk between audience targets and
privacy-friendly contextual signals, Comscore is enabling
advertisers to reach audiences based on granular behaviors in a
contextually-driven manner. Predictive Audiences marks the latest
enhancement to Comscore's cookie-free solutions within the Comscore
Activation suite, which helps advertisers reach specific
demographics, and behavioral TV and OTT audiences in brand-safe,
relevant contexts across desktop, mobile, and Connected TV.
To learn more,
visit: https://www.comscore.com/Products/Activation or
contact us today.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted
partner for planning, transacting and evaluating media across
platforms. With a data footprint that combines digital, linear TV,
over-the-top and theatrical viewership intelligence with advanced
audience insights, Comscore allows media buyers and sellers to
quantify their multiscreen behavior and make business decisions
with confidence. A proven leader in measuring digital and TV
audiences and advertising at scale, Comscore is the industry's
emerging, third-party source for reliable and comprehensive
cross-platform measurement.
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SOURCE Comscore