Business
Comscore Expands Partnership with Eyeota to Deliver First-Of-Its-Kind Contextual Solution in the Americas and Asia
NEW YORK, Nov. 01, 2021 (GLOBE NEWSWIRE) -- Eyeota, the leading data partner to global enterprises, today announced it has expanded its existing partnership
About this update from Comscore, Inc.
[{"type":"text","content":"NEW YORK, Nov. 01, 2021 (GLOBE NEWSWIRE) -- Eyeota, the leading data partner to global enterprises, today announced it has expanded its existing partnership with Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, to create a first-of-its-kind cookie-free targeting capability for brands and marketers. Following the successful expansion of contextual capabilities for B2B Predictive Audiences across European markets in Q1 of 2021, Eyeota and Comscore are now creating a truly global contextual solution by further expanding its reach. This partnership will combine Eyeota’s expansive global data footprint with Comscore’s industry-leading panels and contextual capabilities, transforming audience targets into privacy-friendly contextual signals. This unique targeting capability will allow advertisers to reach more relevant audiences via contextual targeting across Asia and the Americas. “At Comscore, we’re committed to staying on the cutting edge of data-driven marketing and empowering our clients to succeed in an ever-shifting global marketplace,” said Jessica Trainor, Vice President Programmatic Partnerships at Comscore. “We are thrilled to partner with Eyeota to deliver a first-of-its-kind cookieless targeting approach to support accurate and future-proof audience targeting.” Predictive Audiences represents a ground-breaking solution -- one that is both cookieless and privacy-friendly -- with targeting capabilities that dramatically improve audience reach. Predictive Audience segments are made possible by Comscore’s massive user panels and AI classification engine. The combination of these two assets provides Comscore with an unrivaled capability to translate directly-observed user behavior into cookie-free targeting segments. Unlike many contextual solutions that simply use contextual categories as a proxy for audience targeting, Comscore leverages the comprehensive media consumption behaviors of panelists to train, validate and produce machine learning algorithms that predict content consumption based on 350,000 of topical categories for superior predictive segments. This partnership enables advertisers to identify and reach audiences based on granular consumer behaviors, all via privacy-friendly contextual signals built on B2B data. Beyond Predictive Audiences, Comscore wil...