In this video interview, you will learn how Australian marketers will benefit from the data partnership that Comscore and Samba TV recently agreed – an arrangement that helps avoid a measurement hole as more viewing moves to connected TV. There is also an update on Predictive Audiences, Comscore’s contextual targeting solution that is designed to match the accuracy of behavioural targeting but without the need for cookies. This is now available in France, Italy and Spain (as well as previously announced markets), and it can now be used for demo-based targeting, and to reach B2B decision makers via connected TVs, too. You can hear more about how Predictive Audiences works, why the media industry needs it, and how advertisers can buy target audience segments using Predictive Audiences. Comscore’s Guido Fambach (EVP, EMEA & APAC) and Rachel Gantz (GM, Activation Solutions), provide the detail.
