Comscore, MediaMath Launch Programmatic Contextual Targeting In Latin America

Comscore and MediaMath have launched a programmatic contextual targeting solution for connected TV, video, mobile and desktop in Latin America.

The solution is designed to offer brand safety combined with contextually relevant targeting for Spanish, Portuguese and 40-plus additional languages for advertisers/ad buyers using MediaMath’s demand-side advertising platform.

In addition, in Brazil and Mexico, Comscore is offering cookie-free age and gender demographic targeting across the four platforms.

The CTV and video contextual capability uses frame-by-frame visual recognition and second-by-second audio processing to provide categorization of the full content, avoiding reach limitations that can occur with less sophisticated contextual approaches, according to Comscore.

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