New Commerce Signals Predictive Audience Segments will help unlock privacy-friendly audience engagement for retail market
Comscore, a trusted partner for planning, transacting and evaluating media across platforms, and Commerce Signals, a Verisk business and a leading provider of omnichannel payment data for marketers, announced an agreement to begin developing next-generation contextual audiences for ad targeting across digital, mobile, and CTV ad inventory. The collaboration will serve to deliver privacy-safe consumer engagement tailored for the retail industry.
The collaboration will pair Commerce Signal’s advanced payment data analytics with Comscore’s Predictive Audiences contextual targeting solution to create innovative audiences not available elsewhere. For example, by combining Commerce Signal’s retailer shopper data that can differentiate in-store vs. online purchases with Comscore’s media consumption information, advertisers will be able to better reach audiences such as online grocery shoppers or Quick Service Restaurant patrons who may not be as engaged with linear television and therefore are unlikely to have seen brand messages there. With Predictive Audiences, brands can continue engaging with audiences across TV viewership, Over the Top (OTT) consumption, and consumer behaviors – all in a cookie-free environment. Comscore’s Predictive Audiences is the only solution that provides a crosswalk between audience targets and privacy-friendly contextual signals to enable advertisers to engage audiences now with Commerce Signals’ granular purchase data.
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Commerce Signals has a permissioned, anonymized view of credit and debit card spending behavior from 40 million U.S. households. The data includes everywhere cards are used from retail and online purchases to streaming and ride sharing.
“In a rapidly-evolving media and regulatory environment, brands need to ensure they are embracing a privacy-first mindset while engaging with their target audience,” said Bill Livek, CEO, Comscore. “Our collaboration with Commerce Signals will expand Comscore’s privacy-friendly audience engagement to a vast new audience and give both companies an advantage, as we will be able to leverage our correlated and complementary consumer information. We are confident this will result in better business outcomes for our mutual customers.”
“We are excited to launch these cookie-free audiences with Comscore,” said Andy Mantis, Commerce Signals President. “The combination of our purchase data with Comscore’s context data enables marketers to target individual brand or category buyers in an increasingly efficient, effective and future-proof way.”
