Solution Closes the ‘Planning, Activation and Measurement’ Loop by Bringing Advertisers and Media Companies Consistent Data Throughout the Advertising Cycle to Drive Better Outcomes
comScore 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.
Early customers are already using Activation to create demographic and advanced audience targets based on comScore’s TV, over-the-top, digital and cross-platform behavioral data. Using digital demographic targets from Activation, they are seeing significant improvements in in-target campaign delivery rates. Clients can also ensure quality delivery through Activation’s leading contextual and verification technology that accounts for brand safety, viewability and invalid traffic.
“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’ behaviors 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.”
In July, comScore introduced MyMetrix Explore, a new data exploration and visualization platform available for Media Metrix Multi-Platform (MMX MP). With this platform, clients around the globe can now create customized analyses, reports and visualizations based on their specific needs, using the same trusted data already available within MMX MP. This streamlined approach to accessing comScore data gives clients the ability to make smarter and faster decisions about their media, marketing and technology investments.