Q: What are Websites & Search Terms segments?
A: Websites & Search Terms segments allow advertisers to target valuable audiences based on digital behaviors. Built using Comscore’s opt-in digital panel, these custom audiences cover desktop and mobile behaviors across all browsers including Chrome, Safari, IE, Firefox, Microsoft Edge, etc.
Proximic by Comscore creates a seed set of panelists who have exhibited the designated website visitation and/or search behaviors in the previous month and utilizes that information in conjunction with predictive attributes to create sophisticated statistical models to build out a scalable custom audience.
Search behavior is primarily composed of queries made by panelists on all of the major search engines, but also includes queries made on e-commerce platforms and media properties. For more information for the largest contributors to this data set, please visit the Search section of Comscore's Latest Rankings report.
Q: What timeframe is available for Websites & Search Term segments?
A: Websites & Search Terms segments are created based on web visits and search activity collected over a rolling 30-day period.
Q: What are the key use cases for creating Websites & Search Terms audiences?
A: Please find details below:
- In-Market Targeting – Create a custom segment based to target audiences who have engaged with your brand by visiting your website or searching for your brand in a search engine
- Competitive Conquesting – Get your message in front of consumers who have recently visited your competitors’ websites
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