ComScore adds new segments to audience measurement tool

The move, aimed at bringing media buyers more detailed insights based on audience interests, lifestyle and behaviour, is part of a broader initiative from the company to integrate Advanced Audiences segments across its products.

IAB digital interests, which segment consumers by 300 interest categories, are included in the initial release of the integration, with over-the-top (OTT) and linear TV viewing segments planned for future releases, according to the company.

Dan Hess, chief product officer at comScore, said the integration is in response to industry demand for audience-based planning and buying.

He added: "Our customers want insights beyond traditional demographics. By integrating Advanced Audiences into Media Metrix, we're helping marketers deploy content and campaigns that efficiently reach their most important consumers."