comScore Launches Platform To Help Publishers Optimize Digital Ads

RESTON, VA, February 22, 2010 – comScore,  the leader in measuring the digital world announced today their new predictive modeling platform in optimizing digital ad campaigns called Audience Advantage™.

comScore Audience Advantage uses proprietary audience scoring algorithms to determine optimal audiences for advertisers using predictive variables as inputs. These variables come from a variety of observable behaviors online as measured via comScore’s opt-in research panel, including site visitation, search activity, video views, advertising engagements, online purchases or any other number of behaviors that may relevant to an advertiser.

“The comScore Audience Advantage platform represents a revolution in the media planning and buying process by enabling publishers to use the lookalike 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 executive vice president.

Full article can be found here.