comScore ads more targeting segments for marketers

If you want a little more information about online traffic, comScore has one solution. This week, the online metrix firm added Acxiom's PersonicX segmentation to their existing Segment Metrix. The addition will provide marketers with more information with which to target ad campaigns.

by Kristina Knight

In addition to traditional targeting information, the metrix can now provide information on lifestage segments. Acxiom's PersonicX has 70 different segments based on demographic information such as age, marital status, whether or not there are children in the home and whether the family owns a home or rents an apartment. The segments also include generic financial information and whether consumers live in urban or rural areas.

“The unparalleled insight into the interests of various lifestage interests created as a result of this partnership will allow marketers to generate enhanced planning strategies," said Tim Suther, Acxiom senior vice president for digital marketing services. "[The strategies can drive] improved segmentation and better execution by using targeting approaches that accurately align their online and offline marketing efforts.”

The increased number of segments can help marketers predict user behavior and preferences. By knowing how a consumer has reacted in the past, marketers can better predict which ads will appeal to what users.