Comscore, MediaMath Launch Targeted Ad Tool for Connected TV

Comscore and MediaMath announced a connected TV ad technology Thursday that uses frame-by-frame visual recognition and second-by-second audio processing to provide contextualization of the full content for connected TV (CTV), video and livestreaming. Advertisers can use it to target relevant and “brand safe” CTV and video content programmatically to take advantage of connected viewing from consumers in a “safe and relevant way.” Brands and agencies are looking for ways to connect with consumers within CTV and livestreaming while prioritizing privacy and brand safety, said the companies. They gave the example of an automotive advertiser targeting relevant sections of a news program while avoiding content on car accidents and violent crime.