• by Alex Weprin , June 5, 2018

Cross-platform measurement firm ComScore and mobile audience data provider PushSpring are teaming up to integrate the latter’s data technology into the ComScore Mobile Metrix.

The deal allows ComScore clients to more effectively analyze  mobile audiences, and send those audience definitions to PushSpring to execute the ad campaign through the demand-side platform or data management platform of their choosing.

Marketers will now be able to programmatically target audiences based on mobile app consumption and demographics, expand the mobile app audience segments in PushSpring with other characteristics and build mobile app audiences on-the-fly, leveraging existing relationships with DMPs and DSPs.

The move builds on ComScore’s desire to “close the loop” on all stages of media buying, from planning to transacting and evaluating effectiveness.