Advertisers can Target Audiences by
Demographic,TV Shows Viewership and more without Use of
Cookies
NEW
YORK, Sept. 26, 2023 /PRNewswire/ -- Proximic by
Comscore, a leading provider of audience and content targeting
solutions for programmatic activation, today announced the arrival
of three new and expanded contextual solutions designed to deliver
access to ID-free audiences across platforms, at-scale.
The three new and expanded solutions – ID-less Demographic
Segments, Show-Level Linear and Streaming Audiences, and the
Proximic Activation Platform – are powered by Comscore's double
opt-in digital panels and Proximic by Comscore's leading AI-driven
contextual engine. Each solution has been designed to push data to
its scalable limit, unlocking new audiences and efficiencies for
over 5,000 advertisers globally.
These new solutions have Proximic by Comscore clients
experiencing significant increases in ROI. For example, one
advertiser secured a 96% lift in incrementality when using ID-less
Predictive Audience segments compared to the same ID-based segment,
indicating the strength in audiences that do not rely on
cookies.
"We didn't wait for signal loss to reimagine how contextual
targeting can help advertisers and publishers today," said
Rachel Gantz, Managing Director of
Proximic by Comscore. "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:
- ID-less Demographic Segments: Proximic by
Comscore's privacy-focused, ID-less demographic segments arm
marketers with a cookieless solution to target content with a high
propensity to be consumed by a specific demographic. They also
provide publishers, especially those with limited authenticated
traffic or internal demographic data, the ability to better package
their inventory for monetization according to demographic criteria.
Powered by Proximic by Comscore's artificial intelligence-backed
contextual engine, these demographic segments provide a
cost-efficient way to reach key global audiences for stronger
marketing performance, without reliance on user-identifiers.
- Show-Level Linear and Streaming Audiences: Backed
by Proximic by Comscore's Predictive Audience technology, marketers
can now reach show-level audiences for the first time at scale and
across all digital platforms. With over 1,700 segments available,
marketers can reach viewers of today's most popular shows such as
Ted Lasso, Bridgerton and
many more.
- Proximic Activation Platform: Proximic by Comscore's
Activation Platform is designed to provide marketers and
media companies with unparalleled control over their ad campaign
targeting. As a platform with extensive custom audience and content
targeting capabilities, 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 very specific product ads on TV.
With custom segment delivery in one day, and the ability to reach
all major DSPs, SSPs, and social platforms, marketers will now have
the ability to address signal loss across programmatic CTV,
digital, and social campaigns with immediacy.
"By using Proximic's ID-free demographic and behavioral
targeting solutions, we have strategically evolved our approach to
inventory monetization to ensure optimal targeting accuracy and
precision while reaching maximum audiences, regardless of the
presence of IDs. This is especially crucial in the face of
increasing signal loss and privacy constraints", said Gina Perino, VP of Ad Operations & Strategy,
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 offer the
industry a path to drive outcomes that are scalable, precise, and
privacy centric." said Kyle Vidasolo, President, Outcomes at OMG.
"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."
For further information, please contact Proximic by Comscore's
Head of Sales Angela Rodriguez at arodriguez@comscore.com.
About Proximic by Comscore
Proximic by Comscore, a division of Comscore, Inc. (NASDAQ:
SCOR) is a leader in programmatic targeting. Powered by Comscore's
trusted datasets and the industry's leading natural language
processing contextual engine, Proximic by Comscore enables media
buyers and sellers to maximize the scale and performance of their
campaigns. Through their innovative suite of ID-based and ID-less
audience and content targeting segments Proximic by Comscore
supports the evolution of the programmatic ecosystem, enabling
clients and partners to continue executing impactful advertising
strategies. For more information about Proximic by Comscore, please
visit www.proximic.com.
Contact information
KCSA for Proximic by Comscore
comscore@kcsa.com
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SOURCE Proximic by Comscore