Comscore’s Proximic Introduces a New Suite of AI-Powered Contextual Solutions for Enhanced, Privacy-Centric Programmatic Advertising

Comscore’s Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, has announced the launch of three new and enhanced contextual solutions aimed to enable access to ID-free audiences across platforms at scale.

Comscore’s double opt-in digital panels power the three new and enlarged solutions – ID-less Demographic Segments, Show-Level Linear and Streaming Audiences, and the Proximic Activation Platform – and Proximic by Comscore’s premier AI-driven contextual engine. Each solution is designed to push data to its scalability limit, unleashing new audiences and efficiencies for over 5,000 advertisers worldwide.

Clients of Proximic by Comscore have seen significant increases in ROI as a result of these innovative solutions. For example, when comparing ID-less Predictive Audience segments to the same ID-based segment, one advertiser saw a 96% rise in incrementality, illustrating the power in audiences that do not rely on cookies.

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“We didn’t wait for signal loss to reimagine how contextual targeting can help advertisers and publishers today,” said Rachel Gantz, Managing Director at Comscore’s Proximic. “These innovative solutions were built with privacy at the core and are changing how thousands of advertisers globally reach their consumers every day with greater precision and scale.”

Proximic by Comscore’s new solutions include:

• Proximic by Comscore’s privacy-focused, ID-less demographic segments provide marketers with a cookieless option for targeting content with a high tendency to be consumed by a given population. They also enable publishers, particularly those with limited authenticated visitors or internal demographic data, to better package their inventory for monetization based on demographic characteristics. These demographic segments, powered by Proximic by Comscore’s artificial intelligence-backed contextual engine, provide a cost-effective solution to reach critical worldwide audiences for greater marketing effectiveness without relying on user-identifiers.
• Show-Level Linear and Streaming Audiences: With Proximic by Comscore’s Predictive Audience technology, marketers can now reach show-level audiences at scale and across all digital channels for the first time. With over 1,700 parts available, marketers may contact fans of today’s most popular shows such as Ted Lasso, Bridgerton, and many more.
• Proximic Activation Platform: Comscore’s Proximic Activation Platform is meant to give marketers and media businesses unprecedented flexibility over ad campaign targeting. Advertisers using Proximic’s Activation Platform can tap into Comscore’s unparalleled data assets to reach consumers in new and precise ways, such as their newly introduced ability to target users exposed to highly targeted product ads on TV, as a platform with extensive custom audience and content targeting capabilities. Marketers will now be able to mitigate signal loss across programmatic CTV, digital, and social campaigns with immediacy, thanks to unique segment delivery in one day and the ability to reach all key DSPs, SSPs, and social platforms.

“We have strategically evolved our approach to inventory monetization by using Proximic’s ID-free demographic and behavioural targeting solutions to ensure optimal targeting accuracy and precision while reaching maximum audiences, regardless of the presence of IDs.” This is especially important in light of rising signal loss and privacy concerns,” stated Gina Perino, VP of Ad Operations & Strategy at Blavity, Inc. “This proactive approach helps us reduce dependence on third-party segments that may become obsolete when third-party cookies in Chrome are eliminated in 2024.”

“Contextual solutions from Proximic by Comscore provide the industry with a path to drive outcomes that are scalable, precise, and privacy centric,” said Kyle Vidasolo, OMG’s President of Outcomes. “Solutions like this level up what is now possible with programmatic advertising, expand the options we can offer clients to drive guaranteed outcomes faster, and complement our existing data driven targeting strategies.”