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BizReport : Blogs & Content archives : February 23, 2010

comScore to offers predictive marketing option to publishers

This week comScore is launching a new modeling platform said to give publishers insight into consumer behavior. The platform will use anonymous data collected to show publishers which ads should be presented to which consumers.

by Kristina Knight

Called Audience Advantage, the platform could help publishers better monetize content because ads would be targeted to specific consumer demographics.

"This allows them to deliver a campaign that is on point in both message and audience," said Erin Hunter, comScore executive vice president. "Audience Advantage offers significant value creation for the online advertising ecosystem that benefits all stakeholders. Publishers will be able to demonstrate higher value in the campaigns they deliver, thereby justifying higher CPMs, while advertisers will be able to minimize wasted impressions and reduce the total cost of advertising outlays. It is truly a win-win for the digital advertising industry."

The Audience Advantage platform uses variables such as:

• Offline brand purchase behavior for Consumer Packaged Goods advertisers
• Online and offline purchase behaviors for the Retail segment
• Mobile/device ownership for Telecoms
• Types of travel book information for Travel marketers
• How consumer computers are configured and how they surf for Tech marketers

The platform works by observing, through an opt-in panel, how consumers engage and interact in the online space. The platform gathers information such as search activity, video viewing habits and advertising engagement levels to determine how best to target ads to consumers.

"The Audience Advantage platform does not rely on cookies to construct its predictive algorithms. Rather, they are built using the actual observed behavior and characteristics of the opt-in comScore panelists. Importantly, the Audience Advantage platform can also leverage third-party databases that are integrated with the comScore research panel to provide anonymous offline purchase behavior as another critical and highly predictive input to these algorithms," was written in a company statement.

Tags: comScore, content monetization, online advertising, online content, online publishing

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