Comscore Adds ID-Free Audiences to Yahoo Partnership

Comscore has expanded its partnership with Yahoo DSP, adding its ID-free audiences to Yahoo's existing suite of ID-less targeting solutions.

The two firms have been working together for more than a decade. The latest integration, live now, means Yahoo's clients can now activate Comscore's ID-free audiences directly within the DSP, providing them with a privacy-centric way to reach consumers, building on contextual segments and brand safety audiences already available in the buy-side platform. The firm's say this will be particularly relevant to highly regulated industries, such as health, pharma and financial services.

Comscore COO Steve Bagdasarian (pictured) says his company is committed to helping brands understand consumers and is 'rewriting the industry playbook for how consumer insights are collected and applied, without compromising on privacy.' He adds: 'This expanded partnership with Yahoo DSP empowers advertisers to activate AI-powered, ID-free audiences, reaching the right consumers without sacrificing performance or budget efficiency.'

Web site: www.comscore.com .

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