NEWS14 January 2022

Comscore partners on political data

Behavioural science New business News North America Privacy Public Sector Trends

US – Media evaluation firm Comscore and voter data business L2 have created a cookie-free audiences tool based on behavioural political data for targeting advertising across digital, mobile and connected television.

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The collaboration will combine L2’s voter insights work with Comscore’s ‘Predictive Audiences’ and will deliver cookie-free voter profile audiences tailored for privacy-safe political targeting.

The tool will allow advertisers to reach audiences based on political behaviours such as voting likelihood and political affiliation, as well as political views on candidates and voters’ stances on polarising issues.

Rachel Gantz, general manager, advertising, at Comscore, said: “We are joining forces with the leader in voter data to create privacy-friendly political behaviours and opinion-based audiences to ensure advertisers can reach their target audience in the rapidly-evolving media and regulatory environment.”

Joy Friedman, director of marketing and partnerships at L2, said: “We are thrilled to launch these privacy-focused audiences with Comscore in a [US] midterm election year.”

“We are known as a trusted partner within the political space and being able to offer our clients future-proof and effective targeting built on our unparalleled data set is invaluable.”