Comscore Launches Dedicated Programmatic Arm

Comscore has launched a dedicated programmatic targeting division called 'Proximic by Comscore', which will provide end users with access to more than 2,600 predictive, ID-less audiences and content-level solutions across CTV, linear, digital, DOOH and audio.

Following Comscore's 2015 acquisition of contextual specialist Proximic, the company expanded on the latter's technology to provide clients with real-time audience and content targeting segments. Formerly known as Comscore's Activation Team, the new division has been launched with a suite of ID-based and advanced contextual targeting solutions, accessible through integrations with ad platforms such as Basis Technologies and LiveRamp. This suite includes Predictive Audiences, designed to help reach consumers at scale through programmatic channels.

In addition, the division will offer new capabilities such as custom audiences based on TV viewing or web site visitation delivered in one business day, as well as an expansion of its self-service platform. Rachel Gantz (pictured), MD of the new division comments: 'As traditional targeting signals have rapidly declined, the addressability gap has widened, leaving advertisers looking for new cost-effective tactics to hit reach goals. We are excited to be able to leverage the best data in the industry with innovative technologies to maximize the impact of programmatic campaigns'.

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