Adform Rolls-Out Comscore Predictive Audiences Globally
‘Cookie-free’ audience targeting enables advertisers to identify precise audiences, optimize campaigns and maximize budgets
London, UK, December 7, 2022 - Adform, the leading global independent advertising platform, and Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, today announced an expanded partnership, bringing Comscore Predictive Audiences to Adform’s clients across the globe.
Predictive Audiences enables advertisers to reach audiences identified from an initial set of privacy-compliant consumer data attributes tied to cross-platform content consumption patterns. Predictive Audiences leverage Comscore’s global opt-in panels and AI contextual categorization engine, providing Adform customers with the ability to target their campaigns to a precise audience, based on a variety of criteria including demographics, TV viewership habits, life stage, gaming behaviors, interests and more.
Adform is already a pioneer of ‘cookieless’ advertising solutions and its enhanced partnership with Comscore aligns with its strategy of supporting advertising in a ‘cookieless’ world. Predictive Audiences and Adform’s award winning ID Fusion technology complement each other by bringing clarity to online identity in a post GDPR world. The partnership provides Adform’s customers with more flexibility in targeting, measurement and frequency capping without using third-party cookies, in all markets.
“As we quickly approach the reality of a cookie-free world, advertisers need to be in a position to maintain the effectiveness of their campaigns without compromising on privacy,” said Rachel Gantz, General Manager Activation Solutions, Comscore. “Our expanded partnership with Adform means its customers the world over have access to even better data to ensure their advertising is reaching the precise audience they need, optimizing their campaigns and helping them make the most of their budgets.”
“We are delighted to be expanding our partnership with Comscore to offer this best-in-class solution to our clients,” said Stefan Sommer, SVP Global Sales & Partnerships, Adform. “Helping our clients prepare for a cookie-free environment is our priority and the addition of Comscore’s Predictive Audiences enhances the range of cookie-free solutions we offer, allowing our clients to improve targeting and generate better results.”
Predictive Audiences is available in Adform.
Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.
Comscore (Nasdaq: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
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