Comscore Expands Cookie-Free Target Group Targeting Solutions for Europe With B2B-Based Predictive Audiences

Comscore expands its predictive audiences solution to additional markets in Europe and announces collaboration with Eyeota

Comscore is pleased to announce the expansion of its Predictive Audiences solution in additional European markets in addition to the features currently available in the UK and Germany. The first cookie-free targeting function of this kind that is compatible with the General Data Protection Regulation enables advertisers to use data protection-compliant context signals on the basis of B2B data to reach an audience that is based on a detailed analysis of consumer behavior.

Following the introduction of predictive audiences based on CTV viewer data in the UK and Germany, Comscore is excited to expand its activation suite. Comscore combines its leading databases on media consumption with the second largest context crawler in the industry and intelligent categorization technology and can thus convert target groups into data protection-compliant context signals. Now that Comscore is expanding its functionality to include data from a new partnership with Eyeota, advertisers can better incorporate B2B data in order to reach the relevant target groups even more precisely. In addition, cookie-free audiences by age and gender based on Comscore’s best demographics are now available for the UK, France, Germany, Spain and Italy.

As part of the new collaboration with Eyeota, the leading audience technology platform that enables the intelligent use of data, this will be the first solution with which B2B target groups can be brought to the market without cookies. Eyeota’s diverse global experience and detailed audience data will help bring next-generation cookie-free B2B target groups to European markets.

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“At Comscore we are continuously working on innovations and enhancements in order to stay at the forefront of industry trends and to give our customers the opportunity to be successful in a complex, constantly changing industry,” explained Guido Fambach, EVP for the EMEA and regions APAC at Comscore: “We are excited to partner with world-class data providers like Eyeota so that we can continue to offer our customers exactly the solutions they need.”

“We’re excited to bring another innovative solution to the European markets,” said Rachel Gantz , Managing Director for Activation Solutions at Comscore. “The latest addition to our Activation Suite, which now includes B2B data, offers advertisers in Europe enhanced functionality to support their customers with precise targeting in a contextual manner that is compatible with the General Data Protection Regulation. ”

“It is imperative for our customers that the move to a cookie-free environment doesn’t interfere with the insights we can deliver,” said Norman Riveros , Technical Director of Avid Media, part of the Dentsu Aegis Network. “With the introduction of Predictive Comscore’s Audiences solution, we’re excited to reach their target audiences based on detailed consumer behavior so they are prepared for the changing programmatic landscape. ”

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“Even as the industry evolves, the continued need for high-quality data and privacy-compliant targeting solutions remains of paramount importance to any brand or advertiser,” said Howard Luks , Managing Director of Eyeota to activate and deepen our collaboration with Comscore to provide an addressable and consumer-friendly solution for advertising without cookies. ”

The Predictive Audiences extension is the latest addition to Comscore’s cookie-free solutions within the Comscore Activation Suite, which helps advertisers reach specific demographic and behavioral target groups in brand-safe and relevant contexts via desktop, mobile and connected TV.

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