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Comscore debuts new data segmentation product

Audience measurement firm Comscore has introduced a new product that offers segmentation data for digital audiences in Canada. The data is intended to help advertisers identify online consumers based on their interests, attitudes and behaviors. It measures usage of desktop computers and mobile devices. Users of the data can create custom segments specific to industries including retail, travel, automotive, media, real estate, lifestyle, finance and household products.

“We are excited about the early client participation and industry excitement with Plan Metrix Multi-Platform,” said Bryan Segal, senior vice-president of commercial at Comscore. “This reinforces our beliefs that there has been a gap in Canada for robust, person-centric data sets that are better aligned with how digital media is analyzed and planned today. We are looking forward to serving the industry and helping our clients deliver against these new data and insights with this innovative partnership.”

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