Audience measurement giant Comscore, which has enabled TV advertisers to analyze TV viewers based on their political affiliations for years, this morning announced it will enable advertisers to segment and target consumers in digital media based on their political affiliation, as well as “behavioral political data.”
The deal, which licenses explicit voter data from L2 Inc., is drawn from state and/or county boards of election and it includes the name, address and voting history of the voters they’ve registered.
Comscore said the “behavioral” data is based on models that are used to “help micro-target” the voter files, including each individual’s “propensity to support/oppose an issue, candidate or behavior.”
Comscore said that modeled data can be used to create audience targeting segments that “go beyond party affiliation to capture behaviors and opinions, such as opinions on canceling student debt, climate change and COVID vaccine as well as behaviors such as church attendance, charitable-giving and voting in-person or ballot.”
The data is being offered as part of Comscore’s “Predictive Audiences” service to “create first-of its-kind cookie-free political audience” segments that could be used to target consumers via digital media such as desktop and mobile internet, CTV (connected TV) and podcasts available through demand-side platforms (DSPs).
Asked if the data could be used to target consumers by advertisers in non-political categories, a Comscore spokesperson said, “Yes, there are many applications for these segments outside of just supporting political advertisers,” and offered three examples:
“A transportation brand can reach users who have ‘resumed commuting to work’.”
“Streaming providers looking to acquire new users with their movie selection can reach ‘movie theater avoiders’.”
“A mission-driven brand looking to appeal to consumers who are likely to ‘give to charity’.”