New York, USA – Media measurement and analytics company Comscore and adtech Tremor International have announced a partnership to deliver expanded programmatic CTV audience engagement, which will enable advertisers to reach relevant audiences and publishers to maximise yield on their digital advertising inventory.
Through the partnership, Comscore’s next generation cookie-free ‘Predictive Audiences’ are now available for activation across Tremor International’s end-to-end platform, which encompasses the Tremor Video DSP and the Unruly SSP.
Both clients of Comscore and Tremor International will be able to leverage cookie-free pre-bid audience targeting across desktop, mobile and CTV. Advertisers within the platform will be able to reach granular behavioural audiences based on video-level contextual signals, particularly within CTV environments.
“As the leading solution in-market for creating a crosswalk between deterministic audience behaviours and privacy-forward contextual signals, Comscore’s Predictive Audiences drive next-level campaign performance for advertisers on Tremor International’s platform,” Tremor International said in a press statement.
Lee Blickstein, vice president for activation solutions at Comscore, said, “We are excited to partner with Tremor International to advance the CTV industry with more effective programmatic advertising. Traditionally, advertisers had to choose between high performing audience targeting tactics and future-proof solutions. Now with Tremor International, we are breaking down this barrier and taking a big step forward in what advertisers can expect from their CTV campaign performance.”
Meanwhile, Jessica La Rosa, VP of partnerships and data operations at Tremor International, commented, “As marketers introduce CTV into their mix, Tremor International is thinking about how we can introduce strong solutions at the outset, so our buyers can build and learn from compelling, relevant ad campaigns for the long-term.”
She added, “We are excited to partner with Comscore on this offering, as it provides a contextual-based solution to the standard third-party audience targeting, which is today powered by cookie IDs and MAIDs. Advertisers get the advantages of the same type of precise and granular audience reach, in a solution that works globally, and in a privacy-compliant manner, across all platforms, especially CTV.”
