• Gabriel Ribadeneira L

Basis Releases: 05/12/21

Contextual Targeting

Comscore's Predictive Audiences have been expanded to include segments based on automotive and B2B data from Polk and Eyeota. These segments have a CPM of $0.35 and are located under contextual targeting: Comscore Content Activation > Predictive Audience.

Comscore’s patent-pending Predictive Audiences are the industry’s first cookie-free targeting capability that enables advertisers to reach audiences based on granular consumer behavior through privacy-friendly contextual signals. With third-party cookie deprecation fast approaching, advertisers and agencies need new solutions to ensure their campaigns continue to reach the right audiences.

Reach audiences that are aligned to your campaign goals based on age and gender demographics, TV viewership, OTT consumption, and consumer behaviors such as automotive purchase data, location data, and non-FCRA financial data.

Audience Targeting

Claritas’s standard/syndicated taxonomy is now available in Basis. With a CPM ranging between $0.80 to $1.50, these segments can be found in the Third Party Audiences section of the tactic editor.

The audiences are primarily sourced from offline data capturing auto, financial, insurance, telecom/technology, retail, restaurant and lifestyle behaviors and attitudes, and Epsilon household demographics. Leveraging their comprehensive graph, Claritas' audiences are actionable across multiple channels and are privacy-compliant while using a complementary mix of proprietary and third-party data suited for many industries

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