The partnership will use AT&T’s business unit Xandr Curate, which runs a global marketplace for premium advertising, to make Predictive Audiences available across Emea.

Predictive Audiences is a privacy-friendly audience targeting tool that allows advertisers to reach audiences based on granular behaviours through artificial-intelligence-driven contextual signals.

Comscore said this would allow users to deliver on campaign key performance indicators at scale without the need for cookies.

Rachel Gantz, general manager, activation solutions, at Comscore, said: “The Emea regions and the UK in particular have been clamouring for GDPR-friendly solutions that still enable next gen audience targeting at scale on connected television. We are thrilled to partner with Xandr to deliver on this for advertisers in the UK and Emea.” 

James Bird, associate director, product management, at Xandr Curate, said: “We’re excited to offer Comscore Predictive Audiences via Xandr Curate for the Emea region.

“Comscore’s Predictive Audiences will help us go even further in enabling our clients to find real-time audiences across screens at scale.”