Adform Rolls Out Comscore Predictive Audiences Globally

Adform, the leading global independent advertising platform,  announced an expanded global partnership with Comscore to provide Adform customers more flexibility in targeting, measurement, and frequency capping without using third-party cookies, through Comscore Predictive Audiences.

Comscore’s Predictive Audiences enable advertisers to reach audiences identified from an initial set of privacy-compliant consumer data attributes tied to cross-platform content consumption patterns. With Comscore’s global opt-in panels and AI contextual categorisation engine, Adform customers in all markets can target their campaigns to a precise audience, based on various criteria including demographics, TV viewership habits, life stage, gaming behaviours, interests, and more.

Adform is already a pioneer of cookieless advertising solutions and its enhanced partnership with Comscore aligns with its strategy of supporting advertising in a cookieless world.  Comscore’s Predictive Audiences and Adform’s award-winning ID Fusion technology complement each other by bringing clarity to online identity in a post-GDPR world.

“As we quickly approach the reality of a cookie-free world, advertisers need to be in a position to maintain the effectiveness of their campaigns without compromising on privacy,” said Rachel Gantz, general manager of activation solutions, Comscore. “Our expanded partnership with Adform means its customers across the globe have access to even better data to ensure their advertising is reaching the precise audience they need, optimise their campaigns, and help them make the most of their budgets.”

“We are delighted to expand our partnership with Comscore to offer this best-in-class solution to our clients,” said Stefan Sommer, SVP global sales & partnerships, Adform. “Helping our clients prepare for a cookie-free environment is our priority and the addition of Comscore’s Predictive Audiences enhances the range of cookie-free solutions we offer, allowing our clients to improve targeting and generate better results.”

Comscore Predictive Audiences is available in Adform.