NEWS30 June 2021

Comscore and Retargetly develop cookie-free targeting tool

Innovations Latin America News Privacy Telecoms

US – Media evaluation firm Comscore has partnered with data intelligence platform Retargetly on a cookie-free targeting solution for Central and South America.

Digital advertising

The agreement between the two countries will focus on Argentina, Brazil, Chile, Colombia, Mexico and Peru, and will use artificial intelligence to target consumers without the need for cookies or user-tracking IDs.

The partnership will use Comscore’s Predictive Audiences tool to allow advertisers to reach audiences based on information about consumer behaviour gather through privacy-based contextual cues.

Leonidas Rojas, Latin America (Latam) south cone director at Comscore, said: “Being able to deliver cookie-free privacy-forward audiences to the Latam markets is critical.”

Santi Darmandrail, chief revenue and product officer at Retargetly, said: “With the demise of third-party cookies fast approaching, advertisers and agencies need new solutions to ensure their campaigns continue to reach the right audiences.”