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Comscore and Spiketrap Announce Launch of Next-Generation Cookie-Free Targeting for Gaming Audiences
RESTON, Va., June 2, 2021 /PRNewswire/ -- Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, today
About this update from Comscore, Inc.
[{"type":"text","content":"RESTON, Va., June 2, 2021 /PRNewswire/ -- Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, today announced it is partnering with Spiketrap, the conversation analytics platform powering instant audience understanding for creators, brands, and platforms, to expand Comscore's industry-leading Predictive Audiences cookieless targeting solution specifically for gaming audiences. The partnership introduces highly refined gaming-oriented audience segments into Predictive Audiences and represents a major step forward for advertisers seeking to engage with gaming audiences in a privacy-forward, cookie-free manner. \nComscore's Predictive Audiences is the standard for cookie-free audience targeting at scale, enabling advertisers to reach audiences based on granular behaviors in a contextually-driven manner. This latest expansion leverages Spiketrap's deep gaming experience and enables new-to-market segments for advertisers to reach gaming audiences throughout the programmatic ecosystem. These segments will be available in demand-side platforms in the coming weeks and will harness Spiketrap's gaming expertise and observations from the players, fans, and enthusiasts of the most popular MMORPG, FPS and battle royale games. \nOnline games and the massive live streaming platforms that enable users to broadcast to a growing audience have created a cultural phenomenon that advertisers are keen to tap into. But these environments can also come with brand safety challenges. With this release, Comscore and Spiketrap will now offer advertisers new opportunities to reach these diverse audiences in a brand safe manner across programmatic digital, mobile, video, CTV, and podcast inventory.\nSpiketrap is Comscore's latest partner collaboration for their industry-leading Predictive Audiences solution – now placing gaming front and center for marketers. Spiketrap's proprietary Clair artificial intelligence technology is built from the ground up to combine real-time, best-in-class natural language processing with an an extensive knowledge graph in gaming and entertainment, making it uniquely positioned to provide deep, contextual understanding of audiences.\nThe gaming industry continues to experience rapid growth, with games and esports market research firm Newzoo forecasting nearly 20% year-over...