Advanced Television

Comscore, Xandr partnership extended to EMEA

November 23, 2021

Comscore has announced that its UK and EMEA clients can now access Comscore Predictive Audiences – the cookie-free, audience targeting solution that enables advertisers to reach audiences based on granular behaviours through privacy-friendly, AI-driven contextual signals – via Xandr Curate, a product of AT&T’s advanced advertising company.

This alliance now makes Comscore Predictive Audiences available for the EMEA region in all leading Demand Side Platforms (DSPs). Predictive Audiences enable brands to programmatically reach highly sought-after audiences, based on media consumption and in-market shopping behaviours, in a cookie-free manner across desktop, mobile and CTV. Through its patent-pending Predictive Audiences capability, Comscore is able to create a crosswalk between deterministic audience behaviours and contextual signals, resulting in a GDPR friendly targeting solution that delivers on campaign KPIs at scale.

“At Comscore, we are continuously innovating and expanding to stay on the leading edge of industry trends and to empower our clients to succeed in a complex, continuously shifting marketplace.” said Rachel Gantz, General Manager, Activation Solutions, Comscore. “The EMEA regions and the UK in particular have been clamouring for GDPR-friendly solutions that still enable next gen audience targeting at scale on CTV. We are thrilled to partner with Xandr to deliver on this for advertisers in the UK and EMEA.”

“We’re excited to offer Comscore Predictive Audiences via Xandr Curate for the EMEA region, helping our clients access industry-leading and GDPR-compliant audience targeting solutions to ensure optimal performance for their cross-screen ad campaigns.” said James Bird, associate director, product management, Xandr. “Comscore’s Predictive Audiences will help us go even further in enabling our clients to find real-time audiences across screens at scale.”

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