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comScore Launches Audience Advantage? Predictive Modeling Platform to Help Publishers Optimize Audiences for Digital Ad Campaigns

comScore (NASDAQ: SCOR), a leader in measuring the digital world, today announced the launch of comScore Audience Advantage™, a digital audience optimization platform that enables publishers to provide advertisers and media planners with the ability to accurately reach their most valuable audiences. 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. URL : http://feedproxy.google.com/~r/comscore/~3/aIRZxRvw5BE/comScore_Launches_Audience_Advantage_Predicti
Date : 2010-02-22 17:11:54
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Author : comScore

comScore maintains massive proprietary databases that provide a continuous, real-time measurement of the myriad ways in which the Internet is used and the wide variety of activities that are occurring online.
http://www.comscore.com/

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