Comscore Launches New Proximic Audience Tools

Comscore's dedicated programmatic targeting division, 'Proximic by Comscore', has launched three new and expanded contextual solutions, to deliver access to ID-free audiences across platforms.

The division, which opened in March, provides end users with access to more than 2,600 predictive, ID-less audiences and content-level solutions across CTV, linear, digital, DOOH and audio. The three new and expanded solutions are ID-less demographic segments; show-level linear and streaming audiences; and the 'Proximic Activation Platform' - all powered by Comscore's double opt-in digital panels and Proximic by Comscore's AI-driven contextual engine.

ID-less demographic segments provides marketers with a cookieless solution through which to target content with a 'high propensity' to be consumed by a specific demographic, and also enable publishers to better package their inventory for monetization, according to demographic criteria. Using the division's predictive audience technology, the show-level linear and streaming audiences solution enables marketers to reach show-level audiences at scale, across all digital platforms. Finally, the Proximic Activation Platform is designed to provide marketers and media companies with control over their ad campaign targeting - enabling them to tap into Comscore's data assets to reach consumers in new ways, such as targeting users exposed to very specific product ads on TV.

Proximic MD Rachel Gantz (pictured) comments: 'We didn't wait for signal loss to reimagine how contextual targeting can help advertisers and publishers today. These innovative solutions were built with privacy at the core and are changing how thousands of advertisers globally reach their consumers every day with greater precision and scale'.

Web sites: www.comscore.com and www.proximic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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