Partnership brings the ability to retarget individuals who saw a linear TV ad through programmatic campaigns.
Toronto, ON and Reston, VA – StackAdapt (www.stackadapt.com), a programmatic advertising company and Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, are partnering to bring programmatic retargeting capabilities for linear TV viewers to further expand StackAdapt’s comprehensive connected TV (CTV) offering.
Connecting linear TV advertising with programmatic capabilities bridges the gap for advertisers whose tactics include traditional channels. By providing the ability to develop a comprehensive and holistic marketing strategy across all channels, advertisers can reach audiences everywhere that audiences consume media.
Comscore leverages passively-collected linear television viewing information from 60 million televisions, in more than 30 million homes nationwide, covering 99% of all U.S. zip codes. By working with Multichannel Video Programming Distributors (MVPDs) and other third-party partners, national set-top-box TV viewing data is matched with Comscore’s digital data in a privacy-focused manner to create the largest single-source cross-platform dataset. Specific households that were exposed to the target viewing criteria are identified and can be retargeted through StackAdapt.
“We’re excited to expand our partnership with StackAdapt. The partnership enables the ability to retarget audiences who saw a linear TV ad through programmatic campaigns and prioritize these individuals by leveraging new capabilities to impact overall campaign performance,” says Carol Hinnant, Chief Revenue Officer, Comscore.
“This is an ideal solution that can span several industries and brands, but is specifically ideal for political campaigns, as significant budgets are often allocated to linear TV buys,” says Michael Shang, Director of Programmatic Partnerships & BI, StackAdapt. “This can demonstrate the power of programmatic to advertisers who have not yet leveraged the capabilities inherent in digital media campaigns, such as retargeting, to level up their overall campaign performance and build strong brand recognition.”
The Comscore and StackAdapt partnership continues to bring unique capabilities and innovative solutions to advertisers looking to expand their repertoire for strategic campaign planning and execution.
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
StackAdapt is a self-serve programmatic advertising platform used by the most exceptional digital marketers. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Ad buyers plan, execute, and manage data-driven digital advertising campaigns across all devices, inventory and publisher partners.