Comscore Announces Agreement with Vistar Media to Deliver Digital Out-of-Home Programmatic Audience Targeting
October 28, 2021 at 07:00 am EDT
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Comscore announced an agreement with Vistar Media. Under the agreement, Comscore Activation audiences, spanning demographics, personas and cross-platform media consumption, are now available for the first time for DOOH programmatic targeting through Vistar. The rapid growth in programmatic DOOH means that advertisers are urgently seeking more granular audience insights that can drive even greater campaign impact. By leveraging Comscore audiences, Vistar will help expedite the growth and cross-over of DOOH into omnichannel programmatic buying. Vistar can now offer their buyers targeting based on Comscore audiences used across media channels, such as Sports and Reality TV genres or Cord Cutters. Vistar is the first DOOH programmatic platform to launch Comscore audiences, which are available on all programmatic platforms and have traditionally been leveraged for desktop, mobile, Connected TV and podcast advertising. The goal is to make all Comscore audiences DOOH-accessible to ensure advertisers?have the ability to use the same audience targeting across all channels. Beyond supporting targeting for DOOH, Comscore has been focusing on delivering the next generation of DOOH measurement. As part of this, Comscore is developing solutions to precisely measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising platforms that are designed to reach consumers in retail spaces, business and medical offices, colleges, entertainment venues, transportation hubs, cinema and more. Comscore Audience Activation? offers programmatic audience segments powered by Comscore's massive data assets for digital, mobile, CTV, podcasts and DOOH campaigns. Comscore Audience Activation helps advertisers improve campaign performance using demographics, cross-platform TV viewership, streaming behaviors, and personas to get key messages in front of the right consumers.
comScore, Inc. is an information and analytics company that measures advertising, content, and the consumer audiences of each, across media platforms. The Company creates its products using a global data platform that combines information on digital platforms, television (TV), direct to consumer applications, and movie screens with demographics and other descriptive information. The Company's products and services are organized under two groups: Digital Ad Solutions, which provides measurement of the behavior and characteristics of audiences across digital platforms, including computers, tablets, mobile and other connected devices, and Cross Platform Solutions, which provides measurement of content and advertising audiences across local, national and addressable television, including consumption through connected (Smart) televisions, and are designed to help customers find the relevant viewing audience whether that viewing is linear, non-linear, online or on-demand.