Comscore and Spiketrap launch gaming segmentation

US – Media evaluation firm Comscore has partnered with conversation analytics platform Spiketrap to expand Comscore’s cookieless targeting tool Predictive Audiences to the gaming industry.

Gaming controller

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.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts