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Audience Targeting Cookieless Data Quality

Audience Data Sessions: Q&A with Comscore

Eyeota

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March 11, 2021 | 4 min read

Comscore recently announced that it will be expanding its Predictive Audiences across European markets in partnership with Eyeota

Comscore recently announced that it will be expanding its Predictive Audiences across European markets in partnership with Eyeota. To find out more, we invited Jessica Trainor, vice president of ad platform partnerships at Comscore, to shed some light on the best use of Comscore audiences and how the partnership allows marketers to access cookie-free, privacy-friendly B2B predictive audience segments.

Can you introduce yourself, your role and responsibilities?

In her current role as vice president of ad platform partnerships at Comscore, Jessica Trainor oversees the team responsible for managing the relationships with leading advertising platforms, like Eyeota. A big part of this role is to make Comscore Activation segments available for advertisers where they are buying and increase adoption of Comscore’s audience and contextual targeting segments. Jessica has spent over 12 years in the advertising industry and at Comscore.

Comscore is described as a trusted partner for planning, transacting and evaluating media across platforms, can you share more information about your business?

For the past 20 years, Comscore has been a leader in helping media buyers and sellers quantify and understand multiscreen behaviors based on its data footprint, which currently combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights. More recently, we’ve taken our cross-platform expertise and massive data assets spanning 75 million TV screens and over 3 million opt-in panelists globally to the programmatic space. Comscore has created granular third-party segments that offer precision targeting at scale. Comscore’s Activation solutions help publishers better monetize their inventory and offer advertisers/agencies the ability to make targeting decisions with confidence across desktop, mobile, audio, and CTV.

Why have you chosen to partner with Eyeota?

We decided to partner with Eyeota due to the broad reach they provide within the ad tech ecosystem. In addition to coverage, Eyeota’s focus on exceptional data quality matches with Comscore’s continued commitment to bring only the highest quality targeting segments to market. Our alignment on this core value made it an easy decision to partner with Eyeota.

How are Comscore audiences relevant for brands and advertisers?

Comscore has unmatched expertise in unifying billions of pieces of proprietary census data with the behavior of millions of consumers to offer advertisers the best way to reach valuable audiences. Comscore segments have proven performance in-market to drive higher in-target demographic delivery compared to other solutions and the ability to drive customer acquisition. With third-party cookie deprecation fast approaching, Comscore has also partnered with Eyeota to bring cookie-free B2B Predictive Audiences to market providing marketers with a privacy-friendly way to target granular audiences in a cookie-free environment.

How should marketers best use Comscore audiences?

The Comscore audiences available through Eyeota cover a wide range of segment types offering advertisers targeting based on demographics, life stage, shopping habits, personas, TV viewership, streaming behaviors, and gaming habits. Some of these top use cases include CPG brands using age/gender targeting to increase delivery to their target audience, media & entertainment marketers leveraging TV viewership to drive tune-in, and finance/insurance advertisers using TV ad exposure for competitor conquesting and linear extension.

Are you ready to activate Comscore audiences for your campaign? Contact our Audience Specialists at datadesk@eyeota.com to request your custom targeting solution today!

Audience Targeting Cookieless Data Quality

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