Comscore has announced plans to expand its Predictive Audiences targeting service into Europe.
The GDPR-friendly system enables advertisers to reach audiences based on granular connected TV viewership through a series of privacy-friendly contextual signals.
Comscore has created cookie-free CTV viewership segments for advertisers by leveraging a set of data assets comprised of its opted-in digital panel, rich behavioral data, connected TV ad exposure and viewership data.
It’s the first time the full service has been made available in Europe and debut in Germany and Italy.
“Comscore has been the gold standard for measuring audiences and advertising across platforms. As we enter the next generation of media, we are excited to leverage our unique CTV viewership dataset to expand our offering,” said Guido Fambach, EVP EMEA and APAC, Comscore. “These solutions offer European advertisers and agencies a bridge to
overcoming a gap that they have been trying to overcome for years.”
Comscore’s connected TV measurement system made its European debut in last year.