Inclusion of IAB, OTT and TV Viewing Segments Allows Media Buyers And Sellers To Understand Multi-Platform Audiences Beyond Age And Gender
comScore announced the addition of new Advanced Audience segments to its digital audience measurement solution, MMX Multi-Platform. The introduction of comScore Advanced Audiences™ provides MMX subscribers with a deeper understanding of digital audiences based on their interests, lifestyles and behaviors. This is part of a broader comScore initiative to integrate Advanced Audiences across comScore products.
The initial release of Advanced Audiences in MMX Multi-Platform includes IAB Digital Interests, which segment consumers by more than 300 diverse interest categories based on digital behavior. Future releases will include OTT and linear TV viewing segments to help marketers engage with these elusive, high-value audiences across platforms.
“With the industry’s growing focus on audience-based planning and buying across screens, our customers want insights beyond traditional demographics. By integrating Advanced Audiences into MMX, we’re helping marketers deploy content and campaigns that efficiently reach their most important consumers,” said Dan Hess, chief product officer at comScore.
In March, comScore announced the launch of the IAB Tech Lab Open Measurement Software Development Kit (OM SDK), which enables ad verification measurement for campaigns delivered on mobile applications leveraging the industry SDK. This launch and comScore’s involvement paves the way for increased ad verification measurement on mobile, helping media buyers and sellers access consistent metrics across all platforms to ensure campaigns have an opportunity to make an impact.
In April, comScore announced that it had partnered with Transform Inc to launch Local News Intelligence, a data-driven analysis service which allows local TV stations to understand the factors that drive local news audiences and create viewer engagement across platforms. By leveraging comScore’s local TV information against Transform’s proprietary platform, the Local News Intelligence service combines ratings, video metadata, audience listening, promotional and marketing data to innovate the way local television stations understand, manage and optimize their news content and formatting.