Meta switches to ComScore Markets data for auto ads

"Beginning on June 22, 2026, we will discontinue the use of Nielsen's Designated Market Area (DMA) for automotive model ads. Comscore Markets, which we introduced in August 2025, will serve as the replacement solution. After this date, campaigns still using Nielsen's DMA for automotive model ads targeting will be paused and require an update to Comscore Markets to resume delivery."

"Both of these data sets are fairly similar, with both Nielsen and ComScore's market info providing data on 210 areas across the U.S. Both are defined by local TV markets, though ComScore's dataset utilizes both linear television and digital media definitions, which could provide more up-to-date designation and insight in each region."

"The transition to ComScore Markets will begin on March 23, when auto advertisers will have the option to update their vehicle offer feed to include a ComScore Market IDs column instead of DMA codes. On June 22, Nielsen's DMAs will be removed from all Meta targeting and reporting solutions."

Meta is discontinuing Nielsen's Designated Market Area (DMA) for automotive model ads and transitioning to Comscore Markets as its measurement provider for local market information. Both datasets cover 210 U.S. areas defined by local TV markets, but Comscore incorporates both linear television and digital media definitions, offering more current regional insights. The transition begins March 23, 2026, when advertisers can update their vehicle offer feeds with Comscore Market IDs. On June 22, 2026, Nielsen DMAs will be removed entirely, and campaigns still using them will pause until updated. This change enables Meta to provide a more sustainable and scalable solution for long-term performance measurement, though the impact should be relatively minimal since both datasets are similar.

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