The FINANCIAL — comScore, a partner for planning, transacting, and evaluating media across platforms, has announced a partnership with Adobe that empowers marketers to achieve more brand-safe, relevant advertising via advanced contextual targeting through Adobe Advertising Cloud.
The pre-bid targeting solution leverages comScore’s proprietary technology to help brands reach customers in more appropriate environments without the use of cookie-based information—a genre of targeting that is increasingly in-demand in the post-GDPR era.
comScore’s contextual technology crawls page-level content from more than 300 million URLs each day and employs a self-learning algorithm to understand word associations and pairings across roughly 350,000 topics. The technology then classifies the core content of each page against industry standard and custom categories, brand safety criteria, and predicted viewability to drive placement and bid decisions – and in near-real time.
In addition to sophisticated targeting capabilities that can be used to improve relevance, the solution also helps advertisers:
Refine biddable inventory using robust, pre-built filters to ensure brand-safe delivery
Target or avoid pages with specific keywords, names, brands and phrases
Align campaigns with discrete content ratings (G, PG-13, R)