Inclusion of IAB, OTT and TV viewing segments allows media buyers and sellers to understand multi-platform audiences beyond age and gender
RESTON, VA, May 1, 2018 – Comscore today announced the addition of new Advanced Audience segments to its digital audience measurement solution, MMX Multi-Platform. The introduction of Comscore Advanced Audiences™ provides MMX subscribers with a deeper understanding of digital audiences based on their interests, lifestyles and behaviors. This is part of a broader Comscore initiative to integrate Advanced Audiences across Comscore products.
The initial release of Advanced Audiences in MMX Multi-Platform includes IAB Digital Interests, which segment consumers by more than 300 diverse interest categories based on digital behavior. Future releases will include OTT and linear TV viewing segments to help marketers engage with these elusive, high-value audiences across platforms.
“With the industry’s growing focus on audience-based planning and buying across screens, our customers want insights beyond traditional demographics,” said Dan Hess, chief product officer at Comscore. “By integrating Advanced Audiences into MMX, we’re helping marketers deploy content and campaigns that efficiently reach their most important consumers.”
For more information about MMX Multi-Platform and these new audience segments, please contact us.
About ComscoreComscore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. Built on precision and innovation, Comscore’s 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 a global footprint in 70 countries, Comscore is delivering the future of measurement. Shares of Comscore stock are currently traded on the OTC Market (OTC:SCOR). For more information on Comscore, please visit comscore.com.
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MediaMarie ScoutasComscore, Inc. press@comscore.com