Comscore, a partner for planning, transacting, and evaluating media across platforms, has joined with Adobe, Google and Oracle Data Cloud to introduce privacy-focused connected TV (CTV) audience segments that align with Interactive Advertising Bureau (IAB) Tech Lab guidelines. With this solution, media buyers can now reach key users, better manage frequency and deliver more relevant ad experiences across connected TV by activating Comscore’s demographic segments.
“We’re excited to see Comscore adopting the IAB’s shared industry guidelines for creating high-quality and privacy-safe connected TV advertising experiences,” said Deepti Bhatnagar, group product manager, Google Display & Video 360. “These are fundamental building blocks to ensure the Connected TV ecosystem continues to evolve in a way that serves all of our stakeholders, and our connected TV users first and foremost.”
“With traditional viewing habits ever evolving, brands are looking to connected TV campaigns to increase awareness, as this medium continues to grow in importance, sophistication and scale,” noted Keith Eadie, vice president, Adobe Advertising Cloud. “With Comscore, our joint customers can continue to make strategic investments in this exciting space.”
“As marketing channels converge, Connected TV is playing an increasingly critical role as a data source, and we’re excited to work with Comscore, one of our valued Premier Data Providers, to make this important demographic data more widely available to marketers through leading platforms,” said Veronica Ahern, senior director, strategic accounts, Oracle Data Cloud. “Comscore is the first data provider that Oracle Data Cloud is working with to make CTV audience segments available for clients. We are looking forward to continuing to expand this relationship over the next year.”