Partnership to enable syndicated and custom
audience targeting across linear TV and CTV
NEW
YORK, Oct. 31, 2023 /PRNewswire/ -- Cadent, the
largest independent solutions provider for advanced TV advertising,
and Proximic by Comscore, a division of Comscore, Inc. (NASDAQ:
SCOR) and leading provider of audience and content targeting
solutions for programmatic activation, today announced a two-part
partnership, beginning with the now live integration of Proximic by
Comscore's ID-based audience suite into Cadent Aperture Platform.
The second phase will integrate Proximic by Comscore's Predictive
Audiences and content targeting tools into the Aperture Converged
TV DSP.
This partnership combines the capabilities of Aperture Platform
and Proximic by Comscore to provide enhanced ID-based and ID-free
audience targeting across linear and advanced TV, including
addressable TV and CTV viewership audiences. Through the joint
solution, marketers will be able to plan, target, activate, and
measure their campaigns through Aperture Platform, while following
strict privacy guidelines, ensuring maximum scalability and cost
efficiency.
"Cadent Aperture Platform is built to unify the fragmented data
ecosystem of converged television, a challenge that any advertiser
that needs to target across households and devices faces," said
Tony Yi, EVP, Business Development
and GM, Platform Sales at Cadent. "By integrating Proximic by
Comscore, we are enabling holistic targeting and measurement with
their syndicated and custom audience segments."
Aperture Platform offers an unparalleled depth of campaign
coverage and performance, allowing advertisers to activate across
the converged TV landscape. Aperture Platform is powered by
Cadent's patented Aperture Viewer Graph, which connects audience
intelligence to screens with access to more than 100M+ Home
Addresses, 400M+ Connected Device IDs, and 300M+ Home Device IPs,
in addition to the Data and Measurement Marketplaces.
Proximic by Comscore provides ID-based and ID-free audience
targeting across a rich set of granular TV and CTV viewership
audiences derived from the industry's largest TV panel. It provides
accurate, scalable demographics to help advertisers and publishers
reach the highest in-target rates, with extensive user personas to
reach audiences based on broad interests or shopping habits.
Proximic offers a robust list of brand safety and suitability
filters along with content topics specific to TV and CTV and a
unique set of custom capabilities to reach audiences based on
criteria such as website and search behaviors, TV show, ad exposure
and more. All segments are available with or without IDs. ID-free
audience targeting follows strict privacy guidelines and ensures
maximum scalability and cost efficiency, providing the perfect
complement to ID-based tactics.
"With more than 5,000 advertising clients already relying on
Proximic by Comscore's privacy-compliant, ID-free audience
targeting to complement their traditional behavioral targeting
solutions, we're excited to partner with Cadent to continue
building on this strong adoption," said Lee
Blickstein, Vice President of Targeting Solutions, Proximic
by Comscore. "This integration allows us to open the door for more
advertisers and marketers to achieve added reach while remaining
focused on performance."
Following the launch of Proximic by Comscore's ID-based audience
suite in the Cadent Aperture Platform this fall, additional
Predictive Audiences and content targeting tools are set to roll
out in the coming months. To learn more, please visit
https://cadent.tv/platform/.
About Cadent
Cadent connects the TV advertising
ecosystem. We help advertisers and publishers identify and
understand audiences, activate campaigns, and measure what matters
– across any TV content or device. Aperture, our converged TV
platform, simplifies cross-screen advertising through a streamlined
workflow that brings together identity, data, and inventory with
hundreds of integrated partners. For more information, visit
cadent.tv.
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.
Media Contact
Rachel
Jermansky
Daddi Brand Communications
rjermansky@daddibrand.com
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SOURCE Comscore; Proximic by Comscore