comScore Partners with Adobe to Help Marketers Deliver Hyper-Personalized Messages in a Post-GDPR, Post-Cookie Era
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.
"Contextual targeting has proven to be an efficient strategy 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,"
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
Targetor avoid pages with specific keywords, names, brands and phrases
- Align campaigns with discrete content ratings (G, PG-13, R)
"The implementation of GDPR in
"Contextual advertising, delivered programmatically, provides marketers with performance without compromise when built on a foundation of trusted and sophisticated data," said
About Adobe Advertising Cloud
Adobe Advertising Cloud is the industry's first end-to-end, independent platform for managing advertising across traditional TV and digital formats. By focusing on brand safety, improving transparency and leveraging the full power of Adobe Creative Cloud and Adobe Experience Cloud, Adobe's platform enables advertisers to gain greater control of their global advertising spend and achieve their business objectives. The platform already manages roughly
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Hattie Young, comScore, Inc., (212) 277-6577, firstname.lastname@example.org