Table of Contents
Overview
Contextual targeting involves placing ads alongside content that is relevant to the ad’s message. This method helps advertisers connect with their desired audience more effectively, making their ad spend more efficient.
Comscore Segments
Comscore segments can be applied across different inventory types including desktop, mobile, and CTV (Comscore is one of the few contextual vendors that supports CTV contextual pre-bid segments).
Comscore Categories
Category | Overview/Features |
|---|---|
| Content Categories | Deliver ads in contextually relevant content based on IAB3.0 contextual categories powered by Proximic by Comscore’s sophisticated contextual engine that leverages proprietary AI pattern recognition technology and machine learning to categorize content. |
| Language | Align ads with content in over 50 languages, powered by Proximic by Comscore’s sophisticated contextual engine that leverages proprietary AI pattern recognition technology and machine learning to categorize content. |
| Brand Safety | Brand Safety, Brand Suitability, and Content Ratings segments built using Proximic by Comscore’s sophisticated contextual engine that leverages proprietary AI pattern recognition technology and machine learning to categorize content to ensure ads are delivered alongside content appropriate for the brand. |
| Media Bias/Misinformation | Media Bias and misinformation segments built in partnership with Ad Fontes and Newsguard are available to ensure ads do not run alongside misinformation content like election misinformation and health misinformation, or to deliver ads on news content deemed highly reliable and neutral/non-biased. |
| Cookie-Free Demographics/ Predictive Audiences | Proximic by Comscore's combination of 2M+ global panelists along with our AI contextual engine enable the creation of cookie-free predictive audiences that bring audience targeting to contextual solutions. This next generation technology enables advertisers to reach valuable audiences based on TV viewership, OTT/gaming habits, demographics, digital behaviors and 3rd party consumer behaviors by targeting content categories that are the best predictor of the original audience without the use of cookies or other user IDs. |
| Custom Content and Custom Predictive Audiences | There are two different type of segment audiences, Custom Content and Custom Predictive Audiences. Custom Content and Custom Predictive Audiences are both ID-less and delivered as custom contextual segments to Beeswax via the same integration and workflow.
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Creating Custom Contextual Segments
- Clients first need to create a login for the Proximic Activation Platform, and then create custom Content (keywords) or custom Predictive Audience segment in the platform. Custom Predictive Audiences can be built using: Linear TV Ad Exposure/Viewership data, Website Visitation/Search behavior, CTV Streaming behavior, Third Party Partner data and Local Political TV Ad Exposure data.
When selecting the Beeswax to tile to push custom segment(s) to Beeswax, please use the Beeswax ID Less tile. This tile is specifically tied to the existing contextual integration Beeswax has with Comscore.
- Clients must reach out to Beeswax support via email (support@beeswax.com) with the information below:
The delivery of the information below must be in a .CSV with a specific set of formatting. Here is a sample file that may be used to fill in this information.
- Segment name
- Segment category (Custom Content or Custom Predictive Audiences)
- Segment Comscore ID
- Buzz key
- Beeswax Buzz key: Account ID
Comscore allows for 5 custom segments per client with unlimited expiry. All other segments will require an end date to be specified. If troubleshooting delivery against a specific custom segment, we recommend checking the segment expiry date as a first step. Please see Comscore's help documentation for more details on this offering: Comscore Activation Documentation