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Microsoft has entered an exclusive partnership with comScore. The agreement will provide the tech giant’s ad sales team with the ability to target specific consumers of packaged-goods products, as well as others who share their characteristics.
The yearlong exclusive deal will see Microsoft tap into comScore’s new Audience Advantage platform, which was rolled out earlier this week.
Essentially, the arrangement should bolster the targeting capabilities of the Microsoft Media Network; sellers will be able to locate a brand’s actual consumers on the network by marrying offline data from a third-party loyalty-shopping company with online data from comScore (a database of 350,000 anonymous users).
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