• by Wayne Friedman , September 26, 2017

Media research company comScore is launching a product to help marketers find and “activate” audience segments, based on consumer behaviors.

Advertisers and media owners can use comScore’s TV, digital and cross-platform data to create audience segments for client-owned or third-party advertising platforms.

The comScore product called Activation is currently available in more than 15 advertising tech platforms, including Adobe, AppNexus, Centro, Tru Optik, Salesforce and Videology.

Activation is backed by comScore’s data footprint, which consists of behavioral data across desktop, mobile and TV audiences. The launch “closes the planning, activation and measurement loop,” the company says.

For marketers, comScore says Activation can extend existing target audiences and fine-tune audience targeting with customizable behavioral- and interest-based data, as well as protecting advertisers with brand-safe content.

For media owners, it can help meet ad campaign guarantees, create unique inventory packages, and earn higher cost-per-thousand viewer prices for premium audiences.

Activation claims to address four core data needs: scale, precision, quality and neutrality. For neutrality, the company says clients can use it on a direct basis or in programmatic buying platforms. It adds that comScore does not engage in any targeting, buying or selling of media.