Statara, Comscore Expand Traditional Audience Segments
Statara Solutions Principal Matt Taverna believes the company has found a way to ensure brands do not waste money targeting consumers who are not interested in specific products.
A partnership with Comscore Proximic has enabled the company to combine detailed planning and media-buying tools for a variety of media such as connected television (CTV). The collaboration integrates Comscore Proximic’s viewership contextual-targeting data into Statara’s Media Platform, which is focused on data and analytics, to expand traditional approaches to audience segments.
Matt Taverna, principal at Statara Solutions, said the partnership gives its clients a complete view of audience personas. “We have used Comscore data to inform media placement, and then had to take it offline and convert it into something that would produce a media buy,” he said.
For the first time, Statara can see Comscore Proximic’s behavioral data blended with its own and can then execute on the data directly through a supply side platform (SSP).
“We can look at data from an entire persona and use it to integrate into the media buy without having to translate the data from offline to online,” Taverna said.
Statara’s demand-side platform (DSP) relationships are largely based on CTV and over-the-top (OTT) media, but also targets addressable and does offline analysis of data.
The company works with advocacy groups as well as regulated industries such as the cannabis, elections, alcohol and gambling industries. It uses its own data to build audiences and inform media buys, rather than relying on approximations of offline data to build audiences.
“There are ways to not waste money on people not interested in your products,” he said, which is a goal of any company.
Combining Proximic contextual data with real-time intent data allows the Statara Media Platform to pinpoint potential customers and highlight data signals relevant to an organizations’ products and services.
Onboarding and activating those segments in digital campaigns are tailored to reach specific audiences with high purchase intent through programmatic campaigns.
When Taverna spoke about cross-platform media, he emphasized the importance of Comscore Proximic’s layer to inform targeting.
Original URL (MediaPost): https://www.mediapost.com/publications/article/399853/statara-comscore-expand-traditional-audience-segm.html
