comScore has announced the launch of Activation, a new product suite that helps advertisers, agencies and media companies efficiently reach the right audiences at the right time while ensuring ad delivery in relevant and brand safe content. With Activation, clients use the same trusted data from comScore’s planning and measurement products to create scalable audience segments, which are easily deployed in client-owned or third-party advertising platforms. comScore Activation is currently available in more than 15 leading ad tech platforms, including Adobe, AppNexus, Centro, Salesforce, Tru Optik and Videology.
“The media industry is moving in the direction of advanced audience segmentation and more intelligent, quality campaign delivery,” said Dan Hess, executive vice president of products at comScore. “comScore Activation provides our clients with a number of ways to find and activate their most valuable audience segments based on consumers’ behaviours across all platforms as well as to ensure ads will be delivered in quality, brand safe environments. This allows them to extract greater value out of the advertising ecosystem and drive stronger ROI.”