Comscore Extends Proximic's Magnite Partnership

Comscore has extended a partnership with independent sell-side advertising company Magnite, bringing Proximic's Predictive Audiences, contextual intelligence and ID-free activation capabilities into Magnite's SpringServe video platform.

Magnite, which has offices across North America, EMEA, LATAM and APAC, helps publisher clients monetize their content across screens and formats including CTV, online video, display and audio, with agencies and brands executing billions of advertising transactions each month. The firm will integrate Proximic by Comscore's AI-driven Predictive Audiences, which combine audience and contextual signals to predict where consumers are most likely to engage next, delivering scalable, ID-free targeting. The partners say this gives publishers with a new path to unlock demand and buyers a privacy-forward way to scale campaigns across a range of CTV inventory.

Proximic's SVP Partnerships Jessica Trainor comments: 'CTV isn't short on premium content or advertiser demand; the challenge has always been connecting those pieces across the entire transaction chain. This integration puts audience intelligence right inside the infrastructure publishers already use to manage and monetize CTV inventory. That matters for advertisers that need more interoperable, privacy-forward connections between supply, data, and outcomes.' Kristen Williams, SVP Partnerships at Magnite says the deal brings a trusted, independent layer of audience intelligence to her company's curated CTV deals.

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

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