comScore, Adobe Advertising Cloud to Help Marketers Deliver Personalized Messages in a Post-GDPR Era

Integration helps brands deliver contextual advertising at scale based on page-level relevance and safety

Digital advertising is at a crossroads. Concerns about consumer privacy and data usage have brought us regulation in the form of GDPR and the California Consumer Privacy Act. So, how can advertisers deliver personalized, targeted advertising experiences at scale? Contextual targeting is one potential solution.

comScore, a trusted partner for planning, transacting, and evaluating media across platforms, has announced a partnership with Adobe that empowers marketers to achieve more brand-safe, relevant advertising via advanced contextual targeting through Adobe Advertising Cloud.

The pre-bid targeting solution leverages comScore’s proprietary page crawling 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 this era of consumer data protection and privacy.

comScore’s crawling technology scans content from more than 300 million pages each day and employs a self-learning algorithm to understand word associations and pairings across roughly 350,000 topics. The technology then classifies content 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,” Anthony Psacharopoulos, EVP at comScore. “Paired with our post-campaign verification and measurement solutions, partners can be confident that they are targeting audiences in relevant, brand-safe environments while continuously optimizing and improving over time via a holistic, closed-loop solution. Adobe Advertising Cloud was among the first to embrace this approach at scale and it will serve their customers well in a context where privacy concerns are paramount.”

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.
• Target or avoid pages with specific keywords, names, brands and phrases.
• Align campaigns with discrete content ratings (G, PG-13, R).

Customers who have used comScore and Adobe Advertising Cloud’s contextual solution include Regital, Dentsu Aegis, and Affiperf.

“The implementation of GDPR in Europe marked a watershed moment for digital marketers from around the world — and the recently passed California Consumer Privacy Act further underscores the need for advertisers to supplement behavioral campaigns with contextual solutions that deliver relevance without the use of personal browsing data,” said Ben Wilkins, managing director of U.K. and Ireland at Regital.

“Contextual advertising, delivered programmatically, provides marketers with performance without compromise when built on a foundation of trusted and sophisticated data,” said Sahil Gupta, director of global partnerships for Adobe Advertising Cloud. “Our partnership with comScore allows us to help marketers to use data to make smarter media decisions, and drive their businesses forward.”

Learn more about Adobe Advertising Cloud here.