Comscore has announced plans to expand its Predictive Audiences connected TV targeting capability to Europe, starting with the UK and Germany.
The company’s “cookie-free” viewership segments for advertisers use data assets built from its opted-in digital panel, behavioural data, connected TV ad exposure and viewership data. According to Comscore, it is the first time such technology has been launched in Europe.
The company said it intends to help advertisers programmatically reach audiences based on their connected TV viewing across desktop, mobile and TV. The technology is now available for on-demand platforms, with options for extending to linear TV advertising due in more markets soon.
“Comscore has been the gold standard for measuring audiences and advertising across platforms. As we enter the next generation of media, we are excited to leverage our unique CTV viewership dataset to expand our offering,” said Guido Fambach, EVP EMEA and APAC, Comscore.
“These solutions offer European advertisers and agencies a bridge to overcoming a gap that they have been trying to overcome for years.”