ComScore and MediaMath have partnered to launch a connected TV (CTV), video, mobile and desktop contextual targeting solution available now in Latin America using MediaMath’s demand-side platform.
This first-ever CTV and video contextual capability uses frame-by-frame visual recognition and second-by-second audio processing to provide categorization of the full content. These capabilities empower advertisers to target relevant CTV and video content in Latin America in a safe and relevant way.
With this partnership, Comscore and MediaMath bring brand safety, brand suitability and contextual relevance targeting for Spanish, Portuguese and 40+ other languages. In addition, Comscore offers cookie-free age and gender demographic targeting in Brazil and Mexico to support advertisers seeking innovative new cookie-free solutions within desktop, mobile, and CTV that allows them to prioritize privacy and brand safety while continuing to reach the right demographics.
“In a world where consumers increasingly consume news and content via CTV, MediaMath overlays the efficiency of programmatic buying with a commitment to the transparency and safety which brands rightly demand,” said Guillermo Abud, Senior Vice President of Business Development for Latin America and US Multicultural. “Through the SOURCE digital media ecosystem, we provide our customers with the confidence of a privacy-focused, brand-safe solution, within an addressable and accountable supply chain. Our partnership with Comscore provides an unmatched contextual approach to reach consumers across channels, and we’re delighted to be partnering with them to bring this solution to market.”
“As third-party cookies are phased out and media consumption habits continue to rapidly shift, brands need sophisticated, scalable targeting solutions to continue to reach their consumers in a privacy-friendly and brand-safe way,” Alejandro Fosk, Senior Vice President, Comscore, LATAM. “Against this evolving media landscape, we’re thrilled to partner with MediaMath to bring Comscore’s best-in-class contextual technology to the Latin American market to help advertisers reach consumers across mobile, desktop and Connected TV.”
advertising.
