NEWS13 January 2021
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
NEWS13 January 2021
US – Media evaluation firm Comscore has produced a cookie-free targeting tool that will allow advertisers to gather behavioural data from privacy-friendly contextual signals.
‘Predictive Audiences’ will allow 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 will be achieved without the use of third-party cookies, and instead use Comscore’s media consumption data and contextual crawler and intelligent categorisation technologies to help targeting.
The switch to a targeting tool that is not dependent on third-party cookies follows an announcement by Google last year that it anticipated removing third-party cookies from its ‘Chrome’ browser by 2022, following similar policy announcements by rivals Firefox and Safari.
Predictive Audiences will be available will be available in the first quarter 2021 from Comscore, IHS Markit, PlaceIQ and TransUnion for use across digital, mobile, and connected television campaigns.
Rachel Gantz, general manager, activation solutions, at Comscore, said: “With a cookie-free future fast approaching, it’s important to develop privacy-forward new approaches so that brands will still be able to utilise consumer behaviour to reach refined audiences.”
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
RealityMine to open centre of excellence for data science https://t.co/B112xzpDG0 #mrx #marketresearch
Consumer confidence hits another record low https://t.co/ylct3h9Wql #mrx #marketresearch
Bilendi sets up shop in the Netherlands https://t.co/rb2CaRJOMt #mrx #marketresearch
The world's leading job site for research and insight
Royal Academy of Engineering
Policy Advisor – Research and Innovation
£34,542 + excellent benefits
proSapient
Survey Project Manager
Up to £50,000 + Benefits
Resources Group
Qual / Quant Insights specialist – International Strategic Insights – Brand/Comms/NPD
£50,000–£60,000 + Excellent Benefits
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
Related Articles
While images of settling into a relaxing sun lounger ️maybe beckoning, take advantage of our easy-to-book,… https://t.co/2zXQsOJ1mI
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments