• by Laurie Sullivan  @lauriesullivan, April 12, 2022

Audigent, a buying platform, on Tuesday will launch integrations with a product from Comscore to support cookieless targeting aimed at changing the way advertisers curate and buy programmatic advertising inventory.

Cognitive PMP, a new privacy-centric, cookieless data and inventory product, will integrate Comscore's Predictive Audiences segments, giving advertisers access to its segments across Audigent’s Curated Marketplaces.

Comscore becomes Audigent's first partner.

The verticals include Automotive, Retail, Gaming, B2B, Banking, Insurance, Media and Entertainment, CPG, QSR, and Sports and Gambling, among others. They also include segments such as automotive purchase data, merchant and category purchase behaviors, political behaviors, and streaming habits.

Eric Gomels, group director of LeDesk Programmatic at Wavemaker, a GroupM company, views predictive data as one of the major tools for building effective campaigns.

LeDesk Programmatic combines Wavemaker and the brand L’Oreal USA’s ad teams.

Gomels has been using Audigent for about three years, mostly while at Mindshare, but plans to test Cognitive PMP for L’Oreal’s brands.

“We expect to test it, learn from it, and built insight off of the insights gained,” Gomels says. “The expectation is the team of scientists have built algorithms to make correlations from the data — subtle and nuanced — those that a human cannot make on their own,” Gomels adds.

Gomels also hopes to learn about certain characteristics across audience groups, and then tie them to a specific product from L’Oreal. From there, the team can use the learnings to build future campaigns. This should enable the group to pull trend analysis off from log-level data.

Comscore’s Predictive Audiences will enable brands to programmatically reach audiences based on media consumption and in-market shopping behaviors without the use of cookies across desktop, mobile and connected television (CTV). It creates a link between deterministic audience behaviors and contextual signals, resulting in a General Data Protection Regulation (GDPR) targeting solution that delivers on campaign key performance indicators (KPIs). 

For Comscore, this marks the latest enhancement to its cookie-free solutions within the its Activation suite, which helps advertisers reach specific demographics and behavioral audiences in brand-safe, relevant contexts across desktop, mobile, and CTV.