• by Alex Weprin , October 17, 2018

Media measurement firm comScore has signed a deal with Oracle’s marketing solution Oracle Data Cloud. 

The deal is for audience targeting with TV segments, allowing marketers to reach specific groups — new mothers or consumers looking to buy an SUV — and to target consumers that have already viewed a specific TV ad.

Marketers and brands will be able to build custom audiences in Oracle Data Cloud, then deploy them through major demand-side platforms and social networks. They will also utilize comScore’s demographic, syndicated TV and OTT segments.

The big benefit for media buyers? It will allow for a “one-stop shop for targeting key personas with a single CPM, removing the need to overlay multiple segments from multiple providers,” the companies say. It will also allow for more precise digital retargeting for TV campaigns, with “an opportunity to drive tune-in for programs and live events.”

As media and video consumption fragments across devices and platforms, the need to unify different parts of the ecosystem has only grown. 

“Today’s audiences consume content seamlessly across platforms, so it’s critical that advertisers leverage a holistic approach that extends their TV advertising efforts with desktop and mobile,” stated Rachel Gantz, senior vice president, commercial sales at comScore.