Comscore is launching Predictive Audiences, a cookie-free audience targeting solution. It targets “audiences based on granular consumer behavior through privacy friendly contextual signals”. The firm touts it as an industry first. Expect to see it available in the first quarter of 2021 for audiences from Comscore, IHS Markit, PlaceIQ and TransUnion across digital, mobile and connected TV campaigns.
“With a cookie-free future fast approaching, it’s important to develop privacy-forward new approaches so that brands will still be able to utilize consumer behavior to reach refined audiences. In very short order, the ability to reach relevant consumers in a cookie-free manner based on cross-screen behaviors will be table stakes for success”
Rachel Gantz, General Manager, Activation Solutions, Comscore
Long seen as the industry currency for cross-platform audience measurement, Comscore is bringing its 3 million opt-in panelists to the effort. Polk audience data will help marketers reach consumers currently in the market for cars and trucks. PlaceIQ’s location intelligence and TransUnion’s financial marketing attributes round out the partnership.
