Statara, Comscore Expand Traditional Audience Segments
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).
The expansion of traditional data applications by companies like Statara, Comscore, and Proximic reflects the growing challenges of navigating a cookieless future in the digital space. For conservatives, this development highlights a key concern: the balance between innovation and privacy. While enhancing data applications can improve advertising and user experiences, it must be done with strict respect for individual privacy and personal freedom. We must remain vigilant about Big Tech’s influence on personal data, ensuring that these innovations don’t lead to further erosion of privacy rights or increased government surveillance under the guise of better marketing. The free market should continue to innovate while maintaining individual liberties as a top priority.
~Political Media