The partnership will see gaming-orientated segments added to Predictive Audiences, using Spiketrap’s experience with gaming and gamers.

The segments will allow advertisers to engage with gaming audiences without the need for third-party cookies, and the changes will be implemented within the next few weeks.

Predictive Audiences was released at the beginning of 2021, and allows brands to reach audiences based on contextual information such as age and gender demographics, television viewership, over-the-top consumption and consumer behaviours such as car purchase and location data.

This is achieved without the use of third-party cookies, and instead uses Comscore’s media consumption data and contextual crawler and intelligent categorisation technologies to help targeting.

Rachel Gantz, general manager, activation services, at Comscore, said: “Mainstream interest in gaming is on the rise, but as advertisers seek to engage with their targets, they need to realise that existing brand safety concerns coupled with the deprecation of cookies will only constrict the already limited gaming audience targeting options.”

Kieran Fitzpatrick, chief executive and co-founder of Spiketrap, said: “Effectively engaging gaming audiences requires a genuine understanding of gaming communities, and Spiketrap’s mission is to contextualize what these audiences are saying.

“We are thrilled to leverage this technology to power new audience segments for Comscore.”