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Audience Attributes

Comscore Predictive Audiences helps you connect with the right personas.

Updated over a year ago

Audience attributes in our platform are powered by Comscore Predictive Audiences, a sophisticated targeting solution that connects advertisers with podcast listeners based on their interests, content consumption patterns, behaviors, demographics, and more.

How It Works

Imagine you're looking for people who love camping gear. Instead of just showing ads to everyone who fits a basic demographic description, Predictive Audiences:

  1. Looks at what your ideal customers actually do (like what shows they listen to, how they shop, and what interests them)

  2. Finds patterns in this behavior

  3. Discovers other people who show similar patterns

  4. Adds these similar people to your target audience

We then place your ad in podcast episodes your target audience listens to, across all genres and shows. Using advanced transcription technology, we analyze episode content (including keywords, topics, and other signals) to ensure your ad appears in contextually relevant moments.

For a more technical explanation, please refer to the graphic below:

Key Benefits:

  • Extended Reach: Access larger pools of relevant listeners who share characteristics with your core audience. Target across all podcasts and genres.

  • Contextually Relevant Ads: Deliver a better listening experience by serving ads within relevant podcast episodes

  • Enhanced Precision: Target audiences based on real-life behavioral patterns instead of basic demographics

  • Privacy-Compliant: Leverage a cookie-free, privacy-safe dataset that adheres to regulations like GDPR

Available Audiences:

We offer 466 diverse audience segments for targeting, including:

  • Demographic-based audiences

  • Interest-based segments

  • Purchase behavior segments

  • Lifestyle segments

Whether your goal is generating brand awareness, driving sales, or promoting a podcast, Comscore Predictive Audiences helps you connect with the right personas.

About Comscore

Comscore is a trusted third-party source for reliable measurement of cross-platform audiences. With transformative data science and vast audience insights across digital, linear TV, over-the-top (OTT), and theatrical viewership, they help advertisers and media companies reach valuable audiences without cookies and achieve brand-safe, relevant campaign delivery across desktop, mobile, CTV, and podcasts.

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