Home Newswire Comscore expands access to programmatic buying of contextually relevant inventory

Comscore expands access to programmatic buying of contextually relevant inventory

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Comscore’s brand safety and contextual categorisation segments for premium video, including connected TV, are now available for use in Europe, Latin America and Asia-Pacific, as well as in the U.S. where clients are already using the capability. The new solution meets demands for privacy-safe and cookie-less targeting with granular segmentation, and provides programmatic access to inventory against pre-determined contextual requirements, at scale, via verified contextual Private Marketplaces (PMPs) in an easy-to-buy deal ID.

Thus, a family-friendly food brand could find ad-supported streaming content related to baking, healthy recipes, holidays or parenting that is safe from health-related issues, and serve ads there. Advertisers can go much further than stating that they want to be included in content provided by certain apps, or providing exclusion lists. The increased contextual control is underpinned by audio and visual recognition technology that can effectively interrogate content at a granular level to understand what it is about.


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