comScore said it reached an agreement to make its audience segmenting available through the Oracle Data Cloud.
The arrangement is designed to help advertisers extend the reach of their TV campaigns and to re-target consumers who have viewed specific TV ads.
Financial terms were not disclosed.
“We are excited to work with comScore to bring these granular segments to the market,” said Michelle Hulst, group VP, marketing and strategic partnerships at Oracle Data Cloud. “The new segments open up valuable audiences to network marketers, brands and agencies and with the scale, data freshness and quality needed to reach their consumers wherever they are – across TV, digital, or both.”
The companies said the new segments offer marketers:
• A one-stop shop for targeting key persons with a single CPM (removing the need to overlay multiple segments from multiple providers)
• Precise digital retargeting for TV ad campaigns
• An opportunity to drive tune-in for programs and live events
“Today’s audiences consume content seamlessly across platforms, so it’s critical that advertisers leverage a holistic approach that extends their TV advertising efforts with desktop and mobile,” said Rachel Gantz, senior VP, commercial sales at comScore. “As a trusted currency, we are excited to bring these segments to the market through Oracle Data Cloud, so our partners can implement more precise targeting strategies and optimize reach and frequency of their campaigns across mobile, desktop, OTT and TV."
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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