NEWS3 December 2021

Comscore partners on cookie-free targets for car industry

Automotive New business News North America Privacy

US – Media evaluation business ComScore has partnered with analytics company IHS Markit on programmatic cookie-free audience targets for the automotive industry that allegedly outperform traditional behavioural segments.

Car steering wheel

Comscore’s Predictive Audiences Tool allows manufacturers to target in-market automotive shoppers for specified make and model segments without the need for third-party cookies.

The automotive targets were developed using Polk Automotive Solutions, which is part of IHS Markit

Comscore said that analysis by independent agency H&L Partners had found that the targets generated using the tool were 74% lower cost per acquisition than alternate behavioural cookie-based segments and 34% lower cost per acquisition that traditional contextual segments.

Jessica Trainor, vice-president of programmatic partnerships at Comscore, said: “With the pace of media and regulatory change, advertisers urgently need new targeting solutions that help them achieve their business outcomes.

“That is why Comscore is focused on creating future-proof targeting solutions that improve advertising performance across the ecosystem.”

Joe Kyriakoza, vice-president and general manager, Polk Automotive Solutions, at IHS Markit, said: “IHS Markit is proud to be a part of the Comscore Predictive Audiences portfolio.

“This is another great example of how our Polk Audiences deliver real results, by leveraging ownership, loyalty, and purchase behaviour combined with Comscore Predictive Audiences.”