comScore, Inc. (SCOR) stock prices were down by a marginal 2.25% as of the market closing on June 2nd, 2021, bringing the price per share down to USD$3.91 at the end of the trading day. After-hours trading saw the stock rally by 6.39%, bringing it up to USD$4.16.
Collaboration with Spiketrap
These developments came hot on the heels of the company announcing on June 2nd, 2021 that it had partnered up with Spiketrap to expand its industry-leading Predictive Audiences cookie-less targeting solution, designed specifically for gaming audiences. This collaboration adds highly refined gaming-oriented audience demographics into Predictive Audiences and is a major development for advertisers aiming to engage with gaming audiences in a privacy-oriented, cookie-free manner.
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Predictive Audiences
The company’s Predictive Audiences is the industry standard for cookie-free audience targeting at scale, facilitating advertisers to reach audiences in a contextually-driven manner based on granular behaviors. This latest development utilizes Spiketrap’s deep gaming expertise and allows new-to-market segments for advertisers to reach gaming audiences throughout the programmatic ecosystem. The upcoming few weeks will see these segments become available in the demand-side platform, harnessing Spiketrap’s gaming experience and data collected from the observations from the players, fans, enthusiasts of industry-leading MMORP, FPS, and battle royale games.
Scope of Predictive Audiences
Advertisers are keen to tap into the market created by the proliferation of online games and massive live streaming platform that enable users to broadcast to a growing audience. These environments do, however, carry the potential of presenting brand safety challenges. With this development, the collaborative team will begin to offer advertisers novel opportunities to reach this new range of audiences in a brand-safe manner across programmatic digital, mobile, video, CTV, and podcast inventory.
Expansion of Partner Network
This is the latest partner collaboration entered into by SCOR for their industry-leading Predictive Audiences solution, which has seen gaming being in the limelight for marketers. Spiketrap’s proprietary Clair AI technology is designed from the ground up to facilitate the combination of instant, best-in-class natural language processing and an extensive knowledge graph pertaining to gaming and entertainment. This uniquely positions the technology to provide a deep, contextual understanding of target audiences.
Future Outlook for SCOR
Armed with an expanded partnership that offers the company a plethora of commercial advantages, SCOR is poised to continue its trajectory of success and strategic growth. Current and potential investors are hopeful that the company will continue to leverage the resources at their disposal to facilitate significant and sustained increases in shareholder value.
