Predictive Audiences helps advertisers analyse consumer behaviours through privacy-friendly contextual signals based on business-to-business (B2B) data.

A version of Predictive Audiences based on connected television (CTV) viewership is already used in Germany and the UK, but the new version of the tool uses additional B2B data from audience technology platform Eyeota.

In addition, demographic data from Comscore will also be made available in the UK, France, Germany, Italy and Spain.

Rachel Gantz, general manager, activation solutions, at Comscore: “This latest addition to our activation suite, now including B2B data, is bringing to European advertisers advanced capabilities to support their clients with accurate audience targeting in a contextually driven and General Data Protection Regulation-friendly manner.”

Howard Luks, managing director at Eyeota, said: “Even as the industry evolves, the ongoing need for quality data and privacy-compliant targeting solutions remains paramount for any brand or advertiser.

“We are delighted to activate our expansive European footprint and deepen our partnership with Comscore.”