Business
Comscore Announces Agreement with Vistar Media to Deliver Digital Out-of-Home (DOOH) Programmatic Audience Targeting
Vistar becomes first DOOH programmatic platform to offer Comscore's activation audiences RESTON, Va., Oct. 28, 2021 /PRNewswire/ -- Comscore (Nasdaq: SCOR), a
About this update from Comscore, Inc.
[{"type":"text","content":"Vistar becomes first DOOH programmatic platform to offer Comscore's activation audiences\n\n\nRESTON, Va., Oct. 28, 2021 /PRNewswire/ -- Comscore (Nasdaq: SCOR), a trusted partner to more than 3,000 clients across local stations, national networks, station groups, advertising and media agencies, and the entire Movies ecosystem, today announced an agreement with Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH). Under the agreement, Comscore Activation audiences, spanning demographics, personas and cross-platform media consumption, are now available for the first time for DOOH programmatic targeting through Vistar.\nThe rapid growth in programmatic DOOH means that advertisers are urgently seeking more granular audience insights that can drive even greater campaign impact. By leveraging Comscore audiences, Vistar will help expedite the growth and cross-over of DOOH into omnichannel programmatic buying. Vistar can now offer their buyers targeting based on Comscore audiences used across media channels, such as \"Sports\" and \"Reality\" TV genres or \"Cord Cutters.\" \n\"We are excited to partner with Comscore to provide their industry-leading audience segments to buyers for DOOH campaigns, allowing marketers to extend their preferred data strategies into the physical world,\" said Laura Kasakoff, Data Partnerships Director at Vistar Media. \"With our new partnership, buyers have access to more granular consumer behaviors that have traditionally not been available for DOOH targeting.\" \n\"We are excited to partner with Vistar Media to bring Comscore's best-in-class audiences to DOOH targeting,\" said Jess Trainor, Vice President Ad Platforms, Comscore. \"At a time when digital out-of-home continues to grow in importance to advertisers, Vistar's leadership in DOOH programmatic paves the way for continued growth and innovation within the DOOH space.\" \nVistar is the first DOOH programmatic platform to launch Comscore audiences, which are available on all programmatic platforms and have traditionally been leveraged for desktop, mobile, Connected TV and podcast advertising. The goal is to make all Comscore audiences DOOH-accessible to ensure advertisers have the ability to use the same audience targeting across all channels. \nBeyond supporting targeting for DOOH, Comscore has been foc...