Comscore Inc. (NASDAQ: SCOR) stock gained by 0.69% at last close while the SCO stock price surged by 5.69% in the after-hours after SCOR announced its recent partnership deal with Viant Technology. For media planning, transacting, and evaluation throughout channels, Comscore is a reliable partner. Comscore’s data footprint involves sophisticated audience insights with digital, linear TV, over-the-top, and theatrical viewing information, allowing media buyers and sellers to evaluate their multiscreen activity and make confident business strategies.
Significant Development
SCOR and Viant Technology Inc. which is a highly known people-based marketing software firm unveiled a new collaboration deal based on the successful integration of Comscore’s full contextual Activation suite into Viant’s advertising platform, Adelphic. Viant’s marketers may take advantage of Comscore’s cookie-free focusing solutions, which include brand security, contextual relevance, keyword addressing, and Comscore’s most recent invention, Predictive Audiences, which turns audience targets into the privacy-friendly contextual indicator.
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Viant’s clients will have accessibility to Comscore’s complete contextual Activation suite, which controls the power of Predictive Audiences, as part of this new arrangement. Brands can continue to target granular populations matched to their objectives with Predictive Audiences, which are based on TV viewing, OTT consumption, and consumer habits, all without using cookies. Comscore is delighted to bring this feature to Viant’s client base as the only vendor in the industry capable of providing a crosswalk between audience targeting and privacy-friendly contextual signals.
Comscore’s Predictive Audiences are the newest addition to the Comscore Activation suite of cookie-free products, which enables marketers target audiences focused on age and gender demographics as well as customer preferences in brand-safe, relevant settings across desktop, mobile, and Connected TV.
Jon Schulz, Chief Marketing Officer, Viant stated,
The world currently works without third-party cookies, which is why Viant is pleased to continue working with Comscore to expand advertising access to audiences in cookie-free contexts. Brands and agencies seeking new ways to convey their ideas in contextually relevant environments will benefit from their latest integration with Comscore.