Benzinga | Jun 16, 2021 10:37AM EDT

ComScore, Viant Collaborate For Cookie-Free Predictive Audiences Access

* ComScore Inc (NASDAQ:SCOR) collaborated with advertising software company Viant Technology Inc (NASDAQ: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.