ComScore, Viant Collaborate For Cookie-Free Predictive Audiences Access

ComScore Inc SCOR collaborated with advertising software company Viant Technology Inc DSP to integrate ComScore's entire contextual Activation suite into Viant's advertising software, Adelphic.
The arrangement enables Viant's advertisers to leverage ComScore's cookie-free targeting solutions, including brand protection, contextual relevance, keyword targeting, innovation, Predictive Audiences, to transform audience targets into privacy-friendly contextual signals.
Viant's customers will have access to ComScore's entire contextual Activation suite, which harnesses the power of Predictive Audiences.
The Predictive Audiences help brands to reach granular audiences aligned to their campaign goals based on TV viewership, OTT consumption, and consumer behaviors in a cookie-free environment.
Price action: SCOR shares traded lower by 1.61% at $4.29, and DSP shares are trading lower by 0.07% at $28.67 on the last check Wednesday.