Proximic Adds Trade Desk Audio Data Integration

Comscore's Proximic has made its content-level audio contextual and ID-free audience targeting and cross-platform campaign audio measurement available in independent global ad platform The Trade Desk.

Comscore launched its Proximic dedicated programmatic targeting division three years ago, having acquired ad analytics firm Proximic in 2015. Last September it unveiled an 'AI-powered Data Partner Network', promising to help companies convert their ID-based third-party datasets into scalable, privacy-first audiences using Proximic's proprietary AI predictive technology.

The deal makes Comscore one of the first providers to enable both advanced audio targeting and large-scale audio campaign measurement on The Trade Desk's platform, and should help advertisers to demonstrate the incremental reach and performance audio delivers alongside other digital and linear platforms. Users can now activate campaigns using Proximic's AI-powered Predictive Audiences and contextual segments for audio; measure national and local audio reach, frequency, and in-target performance using Comscore CCR; and optimize their cross-channel strategies by using the same contextual and AI-driven tools proven in display, mobile, video, CTV, and audio.

Jess Trainor, Head of Partnerships at Proximic by Comscore states: 'With audio rapidly becoming a core part of the media mix, advertisers need the precision, measurement, and accountability they expect from other channels. Through our integration with The Trade Desk, Comscore is extending true cross-platform support - now inclusive of audio at scale - so advertisers can better capture the incremental reach this medium delivers.' Shelby Coon (pictured), Senior Director of Data Partnerships at The Trade Desk, says the integration 'gives advertisers even more ways to reach [audio] audiences with precision,' while 'reinforcing the importance of independent measurement and performance-driven decisioning across every channel.'

The two companies have been partners for a variety of initiatives over many years.

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