The targeting segments identified by Exelate are based on users’ demographics, interests and activity, allowing advertisers to pinpoint groups like business travelers, young mothers or avid videogamers. These are now validated against ComScore’s panel of US internet users, in order to identify instances where multiple users are accessing the web from the same computer.

Exelate says the deal between the two firms is the first of its kind for external auditing of ad targeting data.

Verification by Comscore “will enhance its ability to integrate with existing media plans and improve confidence in its ability to deliver advertisers’ desired target audiences”, said Erin Hunter, executive vice president of media and technology at ComScore.