comScore this month announced a partnership with Adobe bringing their contextual targeting technology into Adobe Advertising Cloud. comScore says 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.
“Contextual targeting has proven to be anAnthony Psacharopoulos, EVP at comScore
efficientstrategy for reaching relevant consumers without the use of cookie-level data and we’re excited to partner with Adobe Advertising Cloud to offer their customers a pre-bid targeting solution that leverages this approach. Paired with our post-campaign verification and measurement solutions, partners can be confident that they are targeting audiences in relevant, brand-safe environments while continuously optimizing and improving over time via a holistic, closed-loop solution.”
Advertisers can target or avoid pages with specific keywords, names, brands and phrases and align campaigns with discrete content ratings (G, PG-13, R).
“Contextual advertising, delivered programmatically, provides marketers with performance without compromise when built on a foundation of trusted and sophisticated data. Our partnership with comScore allows us to help marketers to use data to make smarter media decisions and drive their businesses forward.”Sahil Gupta, Director, Global Partnerships for Adobe Advertising Cloud