Using anonymized data from its proprietary research panel of opt-in Internet users that is aggregated into a variety of important consumer segments, comScore builds sophisticated predictive algorithms that can be used by publishers to determine which of their site visitors should receive a particular ad. The predictive algorithms use a robust array of descriptive consumer variables, including demographics, search activity, site visitation, online and offline transactional behavior. Early tests of the Audience Advantage platform have shown lifts in reaching the desired audience segment of 3-5x, representing a substantial gain in campaign efficiency.
"The comScore Audience Advantage platform represents a revolution in the media planning and buying process by enabling publishers to use the look alike models to reach the audience that mirrors the advertiser's best prospects. This allows them to deliver a campaign that is on point in both message and audience," said Erin Hunter, comScore EVP.
"Audience Advantage offers significant value creation for the online advertising ecosystem that benefits all stakeholders. Publishers will be able to demonstrate higher value in the campaigns they deliver, thereby justifying higher CPMs, while advertisers will be able to minimize wasted impressions and reduce the total cost of advertising outlays. It is truly a win-win for the digital advertising industry."
comScore Audience Advantage uses proprietary anonymous audience scoring algorithms to determine optimal audiences for advertisers using sophisticated and predictive variables available as inputs. These variables are derived from a multitude of observable behaviors in the digital environment as measured through the comScore opt-in research panel, including site visitation, search activity, video views, advertising engagements, online purchases or any other number of behaviors that may be relevant to purchaser particular advertiser. The Audience Advantage platform does not rely on cookies to construct its predictive algorithms. Rather, they are built using the actual observed behavior and characteristics of the opt-in comScore panelists. Importantly, the Audience Advantage platform can also leverage third-party databases that are integrated with the comScore research panel to provide anonymous offline purchase behavior as another critical and highly predictive input to these algorithms.
Using all available behaviors as inputs, Audience Advantage determines a predictive score for various audience segments. Participating publishers then use this score to anonymously identify and deliver to advertisers "lookalike" audiences from the behavior they observe among their own site visitors. Campaigns can be planned at a granular level, for example, against only 5 or 10 percent of consumers most likely to purchase a particular brand with the objective of reinforcing loyalty, or they can be planned against a much larger segment of consumers who are dual brand buyers with the objective of inducing switching to the advertiser's brands.
The comScore Audience Advantage platform can improve campaign efficiency and effectiveness for advertisers across a variety of industry verticals, including Consumer Packaged Goods (CPG), Entertainment, Retail, Telecom, Financial Services, Pharmaceuticals, Travel, Automotive and Technology. Each industry can derive benefit from its own relevant set of predictive variables. Some examples include:
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comScore Audience Advantage can also be used in conjunction with the comScore AdEffx advertising effectiveness suite, offering comprehensive end-to-end media buying, optimization and performance evaluation. The AdEffx suite offers the ability to evaluate campaigns on a post-buy basis to determine among which consumer segments the ads were actually delivered and evaluate their effectiveness in generating lifts in branding metrics or actual consumer behavior, such as site visitation, search activity and both online and offline sales.
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