PushSpring and Comscore Partner to Deliver Enhanced Mobile Audience Segments for Programmatic Buying
PushSpring Platform Clients Can Now Leverage A Powerful Combination of Comscore Mobile Demographics and PushSpring App Analytics to Build Targeted Audience Segments
SEATTLE, October 4, 2016 -- PushSpring today announced a partnership with Comscore to introduce mobile audience segments, based on Comscore Mobile Metrix and PushSpring’s App Graph data, for use in programmatic ad buys.
PushSpring provides advertisers and app publishers with mobile app audience data for more than 200 million unique device IDs in the US and Canada. The company leverages billions of mobile app data signals and related device data to develop PushSpring Personas and App Genre Segments that marketers can quickly and efficiently factor into their ad targeting and campaign equations. Outside of availability within the PushSpring Audience Console, this unique data is available through PushSpring Premium partners including The Trade Desk, Google DBM, MediaMath, Centro, LiveRamp DataStore, and Oracle Data Cloud, as well as dozens of other DSPs, DMPs, and ad network platforms.
Comscore is a cross-platform measurement company that helps make audiences and advertising more valuable. Comscore Mobile Metrix, which measures mobile app and web audiences across both smartphone and tablets, informs this new joint offering.
This new capability uses Comscore mobile demographic data in conjunction with PushSpring’s app analytics to identify patterns in mobile audiences. Using machine learning techniques and its proprietary App GraphTM, PushSpring's data scientists create models from these patterns to predict ID-level demographic attributes that inform detailed classification for nearly 200 million devices. This gives marketers access to Comscore | PushSpring demographic segments that can be used for audience targeting and data activation in a programmatic environment.
"The outcome of our partnership with Comscore will be incredibly accurate demographic data for mobile and cross-device targeting at scale," says Karl Stillner, PushSpring's Chief Executive Officer and Co-Founder. "Together we will power more efficient marketing campaigns where the objective is reaching the right consumer early in the consideration cycle."
"Mobile apps now represent the majority of digital media time spent, and marketers need to be armed with the best intelligence for reaching audiences where they’re spending most of their time," says Naresh Rekhi, Group Vice President of Product Management at Comscore. "In partnering with PushSpring, we look forward to giving marketers access to a powerful data set that helps them reach app audiences more efficiently and better allocate their ad spend across platforms."
Comscore, Inc. (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, Comscore is delivering the future of measurement.
PushSpring (www.pushspring.com) is the leading independent mobile app audience data provider, offering data, tools, and intelligence products to advertisers and mobile app publishers. PushSpring processes billions of monthly mobile app and device-level signals to create a highly accurate and complete multi-dimensional classification of mobile app audiences, offering nearly 200 million targetable device IDs. PushSpring Personas and custom audience segments can be accessed via the PushSpring Audience Console and distributed through industry-leading DMPs, DSPs, and programmatic platforms to power mobile marketing objectives for brands and app owners.
PushSpring is a member of the IAB, MMA and the DAA Self-Regulatory Program.
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