NEWS4 February 2021

Comscore expands European TV audience targeting

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US – Media measurement company Comscore has expanded its connected TV (CTV) audience targeting to advertisers in the UK and Germany and partnered with Ipsos to jointly measure audiences in Mexico.

Person using a TV remote control

The UK and Germany launch follows Comscore’s expansion of its measurement across linear, connected TV and over-the-top TV in some European countries last year.

The CTV viewership segments do not use cookies and are based on data from Comscore’s digital panel, behavioural data and CTV advertising exposure and audience data in the UK and Germany.

Comscore said the service is expected to launch in other markets soon.

Guido Fambach, executive vice-president Emea and Apac, Comscore, said: "These solutions offer European advertisers and agencies a bridge to overcoming a gap that they have been trying to overcome for years."

Separately, Comscore and Ipsos have entered an agreement to jointly measure audiences in Mexico.

Through the partnership, the companies will offer daily information, with including the behaviour of consumers on TV, smartphones and tablets, across categories based on interests, based on Comscore’s advanced audiences.

Carol Hinnant, chief revenue officer, Comscore, said Mexico "represents a strategic market for Comscore".