Comscore To Intro Cookie-Less Targeting Solution

Comscore announced that it will launch a cookie-free audience targeting solution sometime during the first quarter.

Called Predictive Audiences, the solution uses “privacy-friendly” contextual signals to target audiences across digital, mobile and connected TV based on age and gender, TV viewership, OTT consumption, and consumer behaviors such as automotive purchase data, location data and non-Fair Credit Reporting Act financial data, according to the company.

Part of the Comscore Activation Suite of cookie-free solutions, it includes audience targeting data from Comscore, IHS Markit (including Polk Audiences), PlaceIQ and TransUnion.

The solution uses Comscore’s consumption data with what the company describes as the industry's second-largest contextual crawler, in combination with intelligent categorization technology, to translate audience segments at scale into contextual signals for cookie-free targeting.

Comscore’s cookie-free solutions are based on a panel of 3 million opt-in participants, with demographics, offering complete measurement capabilities across the web, mobile and CTV.
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