MarketingVOX: Behaviorally targeted online advertising network Tacoda has entered into a multiyear licensing agreement with comScore Networks to integrate comScore data with Tacoda’s Audience Networks database of behavioral data.
The resulting data will contain insights about online audiences and allow advertisers to design stronger media plans and produce and place more relevant online marketing messages, Tacoda said.
“This is the first deal that integrates two of the largest repositories of knowledge about online consumer behavior. 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.
Anthony Psacharopoulos, SVP of comScore Networks, said the firm would be “providing our rich anonymous consumer data – including online visitation, e-commerce, and demographic details – to enhance the targeting segments available through Tacoda’s Audience Networks service.”
“This partnership will enable Tacoda to provide information that will change the way brand advertisers think about online media,” Psacharopoulos said.
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