NEWS23 October 2020

Comscore launches private marketplaces for connected TV and video targeting

Media News North America Technology

US – Media measurement company Comscore has made its brand safety and contextual categorisation segments for connected TV and video available globally.

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Comscore launched the offer for US clients earlier this year and is now expanding to all geographic regions with contextual private marketplaces.

Advertisers using the service will be able to develop targeted over-the-top (OTT), digital video and connected TV campaigns based on pre-determined contextual requirements.

The move from Comscore is part of plans to respond to industry demand for cookie-less contextual targeting.

Rachel Gantz, general manager, activation services, Comscore, said: “Investments in connected TV require superior contextual categorisation and brand safety tools to ensure return on investment for advertisers.”