Comscore Adds Attention Metrics to Deal IDs

Comscore has expanded its Certified Deal IDs solution to incorporate metrics from attention specialist Adelaide, for use by publishers in PubMatic's ad management platform.

PubMatic's platform enables publishers to manage and monetize their digital advertising inventory programmatically, and includes many of the top CTV publishers. In December it announced an integration with New York-based Adelaide, allowing buyers to apply the latter's attention data to any deal instantly and automatically, making the targeting of high-quality media 'faster, easier and more scalable than ever before'.

The new three-way partnership brings in Comscore-Certified Deal IDs, which are themselves a combination of two of the measurement firm's flagship solutions: its core content measurement and the programmatic targeting capabilities of its Proximic division. The latest tie-in promises media buyers the ability to place ads in slots that will drive the highest engagement and impact, and Comscore says the move further establishes it as 'an independent, third-party authority in inventory quality measurement.'

According to Proximic MD Rachel Gantz (pictured), 'This integration aligns with Comscore's mission to unify disparate parts of the ad ecosystem, bringing together trusted Comscore data solutions with key industry partners to enable advertisers to activate campaigns with confidence and drive outcomes that matter. Marc Guldimann, CEO and co-founder at Adelaide, comments: 'With this partnership, advertisers can seamlessly activate programmatic campaigns with confidence that they're getting the best value for their media investment.'

Howard Luks, VP of Audience Solutions at PubMatic says the initiative is part of his firm's 'vision to develop the technology, infrastructure and partnerships that power a performant open internet.' He adds: 'Through programmatic advertising with data-driven curation, we are committed to creating a more transparent, efficient and impactful digital ecosystem.'

Web sites: www.comscore.com , www.adelaidemetrics.com and www.pubmatic.com .

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