Cheat sheet: Comscore hopes to ease advertisers off cookies with new contextual targeting play
Comscore’s top priority remains the race to become the new measurement standard for the next generation of TV ads. But it’s also pushing to protect its positions in measurement and planning as third-party cookies disappear. The company plans to announce a number of partnerships today that are designed to allow advertisers to match first party data to contextual audience segments.
The key details:
- Brands can now take segments from Experian, InfoSum and LiveRamp and feed them into Predictive Audiences, which rolled out in January, to help brands navigate away from third-party cookies.
- Comscore’s contextual audience segments are built using a global panel of 3 million internet users, two thirds of whom are located outside the U.S.
- Comscore charges for the service based on usage.
Replacing, not rebuilding
As advertisers tilt their budgets back toward contextual targeting, there is a lingering question around how much contextual will be able to replace the always-on, automated audience targeting models that many of the largest advertisers spent years building.
Comscore’s tool is partly meant to help answer that question. An advertiser that has first party data on a small slice of its most coveted audience segments could upload that data and find contextual segments that deliver the same kinds of people, but in greater numbers.
“We use the clean rooms or matching providers as the mechanism to understand a seed set of panelists or opt-in folks who have performed a given behavior,” said Rachel Gantz, gm of Comscore’s activation services. “We are able to see different media consumption patterns and behaviors and behaviors.
“We can translate that to contextual signals that are predictors.”
Other tech providers have begun offering novel ways to repurpose contextual segments. Earlier this month, Centro announced it had launched a contextual offering designed to slot cookie-focused audiences into contextual signals on its DSP, Basis.
Experimentation and activation
Earlier this month, brands and publishers went from having a few months to a couple years to solve the problem of third-party cookie deprecation. That change, which has thrown open the doors to lots of experimentation, has bought Comscore more time to build out this side of its business.
“Planning and measurement were their core,” said a source at one large digital media company that uses Comscore, who asked not to be identified while discussing a current partner. “But what they’re moving toward is activation. They have a tremendous view of the internet because they’re on so many pages.”
“They’re moving into activation because they know [everyone’s] days as a standalone service provider are over,” that source continued. “You can’t just be tag validation, can’t just be brand safety anymore. Otherwise you get replaced.”
How (and why) agencies are adapting to stay relevant in the metaverse
To get more comfortable in this new environment, some agencies are getting involved in experimental projects to stake their claim to the metaverse.
‘Reach a totally different audience’: With Sundance virtual once again, marketers pivot to online experiences
Until earlier this month, this year’s Sundance was meant to be a hybrid festival with attendees returning to Park City to participate in-person as well as virtual elements for attendees to tune-in online.
Pepsi launches app and short ‘trailer’ to hype Super Bowl halftime show
The soft-drink giant will promote its Super Bowl Halftime show with a newly launched app and a short film directed by F. Gary Gray.
SponsoredHow the relationship between live events and mobile devices is evolving in 2022
Sponsored by AdColony The pandemic has accelerated changes in the way people consume content — and live events are part of that transformation. For advertisers, the questions are the kind on which campaign success depends: In what ways (and numbers) have people returned to watching sports, e-sports and events such as the Grammys? Are they […]
‘The business is at a level of scale now’: The Brandtech Group CEO David Jones on building a business for the ‘post-advertising’ world
Not only is the holding group past the hype cycle peak these businesses usually encounter, it’s skipped right over the trough of disillusionment that tends to follow and is straight into growth mode.
In Graphic Detail: The great gaming consolidation
Gaming is in the midst of an M&A arms race. The protracted pandemic has made sure of that.