The move expands GEM (gender equality measure), a methodology for quantifying gender bias in media developed by SeeHer, to digital planning and buying.

Working with SeeHer, Comscore has developed a way for brands and advertisers to understand the significance of gender equality for their target audiences, from a behaviour, interests and attitudes standpoint, by adding gender equality attributes to its audience planning platform, Plan Metrix. The platform combines consumers’ desktop and mobile behaviour with information about lifestyles, interests, attitudes, demographics and behaviours.

SeeHer is a group of media, marketing and entertainment leaders formed in 2016 by the ANA and The Female Quotient, that aims to eliminate gender bias in marketing and media.

Christine Guilfoyle, president, SeeHer ANA, said: “SeeHer has continued to advance vital tools that allow marketers and their agencies to embed gender equality in their media planning and buying practices. We encourage every marketer to critically evaluate and challenge their current system of operating, since consumers, 52% of which are women, say that the accurate representation of women and girls should be a business imperative.”

Marketers and advertisers can use the ‘GEM Audiences’ tool to understand how to reach consumers with a ‘gender equality mindset’, according to Comscore.

Danan Ren, senior vice-president, head of client insights at Comscore, said: “As we bring this to market with SeeHer and the ANA, we hope to engage with more brands who are looking to deepen their audience understanding beyond demographics and quantify the impact of their responsible media initiatives.”

Latha Sarathy, chief research officer, ANA and SeeHer, added: “This partnership addresses an urgent need for more advancements in audience intelligence and measurement to help marketers better understand and prioritise digital audience segments and media properties that strongly align with gender equality.”