Comscore Activation

A data activation product suite from Comscore that bridges planning and measurement data with programmatic ad delivery, enabling consistent audience targeting across TV, digital, and CTV environments.

Comscore Activation is a product suite designed to help advertisers, agencies, and media companies efficiently reach target audiences while ensuring ad delivery within relevant, brand-safe content.¹ Clients use the same data drawn from Comscore's planning and measurement products to create scalable audience segments, which are then deployed in client-owned or third-party advertising platforms.¹ Early customers have used Activation to build demographic and advanced audience targets based on TV, over-the-top, digital, and cross-platform behavioral data, reporting significant improvements in in-target campaign delivery rates, while also leveraging contextual and verification technology to account for brand safety, viewability, and invalid traffic.¹ The solution enables advertisers to segment audiences based on TV campaign exposure to extend reach to unexposed audiences online, retarget exposed audiences across desktop and mobile to meet frequency goals, and build lookalike models to grow their customer base.¹ As privacy regulation has driven renewed interest in contextual targeting, Comscore Activation has expanded into connected TV, with its brand safety and contextual categorization segments made available through IRIS.TV's Contextual Video Marketplace, which uses natural language processing to structure video metadata for ad buyers.² Source 1: tvnewscheck.com — ComScore Aims To Boost Audience Targeting Source 2: beet.tv — Context Is Back: Comscore's Gantz Reboots An Old Ad-Tech