comScore announced today that the comScore Audience Advantage is now available. It’s being described as a “digital audience optimization platform” that lets publishers provide advertisers and media planners with the ability to reach their most valuable audiences.
“Audience Advantage offers significant value creation for the online advertising ecosystem that benefits all stakeholders,” said Erin Hunter, comScore executive vice president.
“Publishers will be able to demonstrate higher value in the campaigns they deliver, thereby justifying higher CPMs, while advertisers will be able to minimize wasted impressions and reduce the total cost of advertising outlays. It is truly a win-win for the digital advertising industry.”
comScore’s tool can determine a predictive score for various audience segments. Publishers can take this score to anonymously identify and deliver to advertisers “look alike” audiences from the behavior they observe among their own site visitors.