ComScore Adds 'Advanced Audiences' To Media Metrix Platform

ComScore is bringing its “Advanced Audiences” segments to the company’s flagship digital measurement solution, Media Metrix Multi-Platform.

The solution gives subscribers targeting of digital audiences based on their interests, lifestyle and behavior, in addition to more traditional demographics like age and gender. IAB Digital Interests, which places consumers in more than 300 categories based on behavior, is live in Media Metrix Multi-Platform now.

The company said, "Future releases will include OTT and linear TV viewing segments to help marketers engage with these elusive, high-value audiences across platforms."

The announcement comes in the midst of the Interactive Advertising Bureau-backed newfront presentations, where publishers and technology companies roll out their slates of digital programming for the coming year.

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