Behavioral ad network TACODA has struck a multi-year deal with Internet measurement company comScore Networks to provide additional data on its markets. TACODA will be combining the comScore data with its Audience Networks behavioral database, hopefully revealing previously hidden trends and details about its online audience.
“Our goal is to synthesize the combined information and offer it to advertisers in a way that will help improve their creative approach and media planning,” said TACODA CEO Curt Viebranz in a statement.
Data provider comScore gathers information through its network of 2 million opt-in consumers, and monitors their Web browsing behavior and online and offline transactions. The company also conducts survey research to capture consumer attitudes and intentions. TACODA hopes the deal will help its advertiser clients design stronger campaign strategies and create stronger marketing messages aimed at more specific markets.
Meanwhile, comScore claims that its consumer data is completely anonymous. TACODA, whose existing partners include the New York Times Company and NBC, is looking for data related to online visitation, e-commerce, and demographics. “This will undoubtedly advance the online advertising process by years,” added Viebranz.