AdAdapted, an advertising technology solution firm in Ann Arbor, has announced it has partnered with Comscore to provide consumer packaged goods (CPG) brands with enhanced demographic insights.
The data includes beer, wine, and spirit advertiser confirmation that the AdAdapted network is legal drinking age (LDA) compliant.
“At AdAdapted, we are always continuing to invest in capabilities to better serve our growing customer base,” says Molly McFarland, co-founder and CRO of AdAdapted. “Our partnership with Comscore makes it easier than ever for alcohol advertisers to trust and rely on our platform as a partner of choice, effectively getting their brands onto lists and into carts.”
With privacy-compliant mobile audience behavior data from Comscore Mobile Metrix, AdAdapted now has LDA scoring of its ad network. It also has bolstered consumer insight capabilities with data that drives purchase intent.
LDA compliance is determined by the Distilled Spirit Council, which requires that at least 71.6 percent of an advertiser’s audience is reasonably expected to be of legal age to purchase alcohol. As the industry standard for alcohol advertisers, it is considered best practice for brands to follow this guideline in case they are audited by government agencies.
“As marketers in the alcohol industry continue to lean in toward dependable, cookie-free solutions, it is more important than ever to find innovative ways to grow,” says Tania Yuki, chief marketing officer at Comscore. “We are excited to partner with AdAdapted in verifying its audiences to further ensure that marketers can spend with confidence.”