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Oracle, comScore partner to offer marketers more TV audience data

ComScore Inc. will now offer more granular TV audience segments through a partnership with Oracle Corp.'s Oracle Data Cloud.

The new segments allow marketers to reach specific groups, such as new moms, through Oracle Data Cloud, and also allow them to target consumers who have viewed specific TV ads. Marketers and brands can develop and build these audiences in Oracle Data Cloud and then activate them for campaign execution in demand-side platforms and social networks.

"Today's audiences consume content seamlessly across platforms, so it's critical that advertisers leverage a holistic approach that extends their TV advertising efforts with desktop and mobile," Rachel Gantz, senior vice president of commercial sales at comScore, said in an Oct. 16 news release. "As a trusted currency, we are excited to bring these segments to the market through Oracle Data Cloud, so our partners can implement more precise targeting strategies and optimize reach and frequency of their campaigns across mobile, desktop, OTT and TV."