Partnership delivers industry-first open exchange programmatic contextual targeting solution for CTV and video in LATAM
Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, and MediaMath, the acclaimed independent advertising technology company for leading brands and agencies, recently announced that they have partnered to launch a connected TV (CTV), video, mobile and desktop contextual targeting solution available now in Latin America using MediaMath’s demand-side platform.
With this partnership, Comscore and MediaMath bring brand safety, brand suitability and contextual relevance targeting for Spanish, Portuguese and 40+ other languages. In addition, Comscore offers cookie-free age and gender demographic targeting in Brazil and Mexico to support advertisers seeking innovative new cookie-free solutions within desktop, mobile, and CTV that allows them to prioritize privacy and brand safety while continuing to reach the right demographics.
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Furthermore, this first-ever CTV and video contextual capability uses frame-by-frame visual recognition and second-by-second audio processing to provide categorization of the full content. These capabilities empower advertisers to target relevant CTV and video content in Latin America in a safe and relevant way.
Comscore gives advertisers the tools to get beyond the existing approach to contextual targeting: less sophisticated solutions that can serve to limit reach. Technology-driven solutions allow brands to identify content that is both relevant and brand safe without excluding an entire category or genre. For example, a family-friendly CPG advertiser can target relevant sections of a news program about at-home family activities, while avoiding content related to health issues and violent crime.
“As third-party cookies are phased out and media consumption habits continue to rapidly shift, brands need sophisticated, scalable targeting solutions to continue to reach their consumers in a privacy-friendly and brand-safe way,” Alejandro Fosk, Senior Vice President, Comscore, LATAM. “Against this evolving media landscape, we’re thrilled to partner with MediaMath to bring Comscore’s best-in-class contextual technology to the Latin American market to help advertisers reach consumers across mobile, desktop and Connected TV.”
“In a world where consumers increasingly consume news and content via CTV, MediaMath overlays the efficiency of programmatic buying with a commitment to the transparency and safety which brands rightly demand,” said Guillermo Abud, Senior Vice President of Business Development for Latin America and US Multicultural. “Through the SOURCE digital media ecosystem, we provide our customers with the confidence of a privacy-focused, brand-safe solution, within an addressable and accountable supply chain. Our partnership with Comscore provides an unmatched contextual approach to reach consumers across channels, and we’re delighted to be partnering with them to bring this solution to market.”
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“Advertisers need next-generation solutions to reach consumers once cookies go away,” said
Aldo Tabe, Director Precision+, Publicis Media. “Comscore and MediaMath’s partnership is an important milestone for the region and will enable brands to identify relevant CTV and video content in a way that is brand-safe as well as enable targeting using cookie-free demographics in Brazil and Mexico.”
The launch of this partnership in Latin America marks the continued momentum behind Comscore’s Activation suite, which helps advertisers reach specific demographics, and behavioral TV and OTT audiences in brand-safe, relevant contexts across desktop, mobile, and Connected TV.