Comscore takes connected TV advertising worldwide

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Comscore takes connected TV advertising worldwide

Comscore is to roll out its advanced brand safety and contextual categorisation segments for connected TV advertising across the globe.

The capability was initially launched for US advertisers earlier this year.

Using the Comscore system, it is now possible to create targeting advertising campaigns for OTT, digital video and connected TV, based on pre-determined contextual requirements, across Europe, Latin America and Asia-Pacific.

“As CTV and premium video spending has skyrocketed, it’s critical for marketers to have privacy-focused, brand safe data solutions that keep pace with the evolving media,” said Rachel Gantz, GM, Activation Services, Comscore. “Investments in CTV require superior contextual categorization and brand safety tools to ensure ROI for advertisers, and we are excited to push the industry forward now at a global level.”

The Comscore system uses verified connect TV and video contextual Private Marketplaces (PMPs), meaning advertisers can go beyond targeting at the app level.

For example, Comscore’s advanced brand safety and contextual categorisation can segment a family-friendly food brand to find content related to baking, healthy recipes or holidays.