Viant will gain access to Comscore’s contextual activation platform, which allows users to use Comscore’s ‘Predictive Audiences’ tool to analyse campaigns based on television viewership, over-the-top consumption and consumer behaviours.

The agreement with Viant will also cover brand protection, contextual relevance and keyword targeting.

Jon Schulz, chief marketing officer at Viant, said: “The world is already operating without third-party cookies, which is why we're excited to continue our partnership with Comscore to broaden advertiser accessibility to audiences within cookie-less environments.”

Lee Blickstein, vice-president activation solutions at Comscore, said the partnership would “bring privacy-friendly targeting options across digital and connected television for their brands and agencies”.