Comscore, Tru Optik add streaming behaviour segments

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Comscore, a partner for planning, transacting, and evaluating media across platforms, and Tru Optik, the identity resolution specialist across streaming and connected media, have announced the launch of new advanced streaming behaviour segments.

With the segments now available in Tru Optik’s Data Marketplace, brands and agencies can better utilise Comscore’s consumer streaming and connected TV viewing habits ahead of fast-approaching holiday season campaigns.

“We’re excited to join forces with Tru Optik, as their focus on OTT makes this a very logical partnership to showcase the power of Comscore’s granular OTT and streaming audience intelligence,” said Rachel Gantz, General Manager, Activation Services, Comscore. “Together, we are giving advertisers the tools to reach new OTT audiences based on massive shifts in consumer behaviour brought on by the current environment.”

With continued year-over-year growth, coupled with elevated usage during the pandemic, CTV consumption is higher than ever and likely to remain higher on a year-over-year basis. Given this increased usage, it’s clear that OTT and CTV are not a fad so it’s more important than ever for advertisers to move beyond targeting based on how people get their content, and focus on what they’re consuming with precision audience segments. This new partnership delivers audiences such as OTT Premium Paid subscribers, OTT Ad Supported Free Access watchers, OTT Premium Sports Paid subscribers and more.

“We have worked closely with Comscore for years enabling both national and local advertisers with advanced audience-targeted data for reaching consumers on Connected TV,” said Michelle Swanston, Chief Client Officer of Tru Optik. “The ability to better target audiences at scale based on their streaming media consumption behaviour is in high demand, and we are proud to partner with Comscore to make this accessible across the industry’s leading publishers and adtech platforms.”


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