Comscore (NASDAQ: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, and MediaMath, acclaimed independent advertising technology company for leading brands and agencies, today announced they have partnered to launch a connected TV (CTV) and video contextual targeting solution for the open exchange programmatic landscape available now globally in MediaMath’s demand-side platform.
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This first-ever capability uses frame-by-frame visual recognition and second-by-second audio processing to provide contextualization of the full content for connected TV, video and livestreaming. These capabilities empower advertisers to target relevant and brand safe CTV and video content programmatically, allowing them to take advantage of skyrocketing connected viewing from consumers in a safe and relevant way.
Brands and agencies are seeking innovative new solutions within CTV and livestreaming that allow them to connect with consumers while prioritizing privacy and brand safety.
Comscore gives advertisers the tools to get beyond the existing approach to contextual targeting: less sophisticated solutions that can serve to limit CTV reach. Technology-driven solutions allow brands to identify content that is both relevant and brand safe without excluding an entire category or genre. For example: an automotive advertiser can target relevant sections of a news program, while avoiding content related to car accidents and violent crime. Comscore’s next-gen solution can be applied to CTV and video impressions across leading inventory partners.
“Advertiser demand for connected TV and premium video has significantly increased in line with evolving consumer consumption habits,” said Rachel Gantz, General Manager, Activation Services, Comscore. “As these channels become more important, marketers need privacy-focused, brand-safe data solutions that help them find the right video to run within to connect with consumers. That’s why we’re excited to work with MediaMath to offer a contextual targeting solution in the open exchange programmatic landscape that leverages our industry-leading contextual technology. With Comscore, advertisers get an unmatched scalable privacy-first solution to reach the right customers at the right times.”
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