NEWS17 June 2021

Comscore partners with Viant on cookie-free targeting

Media News North America Privacy

US – Media evaluation business Comscore has partnered with advertising software company Viant Technology to combine its contextual activation suite into Viant’s software.

Viant will gain access to Comscore’s contextual activation platform, which allows users to use Comscore’s ‘Predictive Audiences’ tool to analyse campaigns based on television viewership, over-the-top consumption and consumer behaviours.

The agreement with Viant will also cover brand protection, contextual relevance and keyword targeting.

Jon Schulz, chief marketing officer at Viant, said: “The world is already operating without third-party cookies, which is why we're excited to continue our partnership with Comscore to broaden advertiser accessibility to audiences within cookie-less environments.”

Lee Blickstein, vice-president activation solutions at Comscore, said the partnership would “bring privacy-friendly targeting options across digital and connected television for their brands and agencies”.