Comscore and Consumer Orbit partner on local markets tool

Comscore Consumer Intelligence will help connect people’s real-time shopping behaviour at local retail with the media they consume at a local market level.

Advertisers will be able to identify target customers through category-specific segmentations rather than through demographic descriptors, and the information will be available on a single platform.

Comscore Consumer Intelligence is expected to be available to local media outlets and advertisers by the end of 2020.

Bill Engel, chairman of Consumer Orbit, said: “Advertisers cannot make decisions based on data that is up to two years old. They need to know what their customers are shopping for today.

“The combination of near real-time shopping data with near real-time television viewership and media information is going to redefine what’s possible in terms of audience engagement at the local level.”

David Algranati, chief product officer at Comscore, said: “Comscore Consumer Intelligence is a groundbreaking product that delivers on the needs of a new ecosystem and builds upon our industry-leading Comscore Advanced Audiences to significantly increase the range of shopping categories and brands that we report at the local market level, with the immediacy and relevancy required by advertisers to truly optimise local campaigns.”