NEWS8 April 2019

Comscore releases advanced segment data in Canada

News North America

CANADA – Global measurement company Comscore has launched advanced segmentation data for digital audiences in Canada through the Vividata psychographic tool.

The new data from Plan Metrix Multi-Platform from Vividata means advertisers can identify and reach online customers based on their interests, attitudes and behaviours.

Comscore Plan Metrix Multi-Platform was first launched in Canada in 2018, combining consumers’ desktop and mobile behaviour with detailed information about their lifestyles, interests, attitudes, demographics and behaviours from Vividata’s survey data for a unified digital view.

Bryan Segal, senior vice-president, commercial, Comscore said: "We are excited about the early client participation. This reinforces our beliefs that there has been a gap in Canada for robust, person-centric data sets that are better aligned with how digital media is analysed and planned today."