Proximic by Comscore Partners with Cadent for Advanced ID-based Audience Targeting

Proximic by Comscore, a division of Comscore Inc. and a top supplier of audience and content targeting solutions for programmatic activation, has partnered with Cadent, the largest independent provider of advanced TV advertising solutions. Proximic by Comscore’s ID-based audience suite and Cadent Aperture Platform have gone live as the first phase of the two-part agreement. In the second stage, the Aperture Converged TV DSP will be integrated with Proximic by Comscore’s Predictive Audiences and content targeting capabilities.

Enhanced ID-based and ID-free Audiences

Aperture is driven by Cadent’s proprietary Viewer Graph technology. It will help advertisers activate promotion across the convergent TV landscape by tracking and managing campaign coverage and performance. In addition to the Data and Measurement Marketplaces, it links audience intelligence to screens with access to over 300 million home device IPs, 400 million+ connected device IDs, and over 100 million+ Home addresses. Through this relationship, Aperture Platform and Proximic by Comscore can offer better ID-based and ID-free audiences. Marketers will be able to use the combined solution to plan, target, activate, and measure their campaigns. It will use the Aperture Platform while adhering to stringent privacy regulations, guaranteeing optimal scalability and cost-effectiveness.

What’s in for advertisers and publishers?

Comscore’s Proximic offers both ID-based and ID-free audience targeting for a wide range of granular TV and CTV-watching audiences, which are sourced from the biggest TV panel in the business. With comprehensive user profiles that target audiences based on a wide range of interests or purchasing patterns, it offers precise, scalable demographics to assist publishers and advertisers in achieving the best in-target rates. Along with TV and CTV-specific content subjects and a distinctive set of bespoke capabilities to reach audiences based on parameters like website and search behavior, TV program, ad exposure, and more, Proximic delivers a comprehensive range of brand safety and compatibility filters. Advertisers can access all segments with or without IDs. ID-free audience targeting guarantees optimal scalability and cost-efficiency. Moreover, it adheres to stringent privacy regulations, making it the ideal complement to ID-based tactics.

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The ID-based audience suite Proximic by Comscore debuted in the Cadent Aperture Platform this fall. It plans to release more content targeting tools and Predictive Audiences in the upcoming months.

Here’s what they said

Tony Yi, EVP, of Business Development and GM, of Platform Sales at Cadent said,

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. By integrating Proximic by Comscore, we are enabling holistic targeting and measurement with their syndicated and custom audience segments.

Lee Blickstein, Vice President of Targeting Solutions, Proximic by Comscore added,

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. This integration allows us to open the door for more advertisers and marketers to achieve added reach while remaining focused on performance.

About Cadent

Cadent serves as the hub of the TV advertising ecosystem. They support publishers and marketers in identifying and comprehending their target audiences. Furthermore, they also support launching campaigns and tracking the important metrics for any TV show or platform. Its unified TV platform, Aperture, streamlines cross-screen advertising. It combines identification, data, and inventory with hundreds of integrated partners in a single, efficient workflow.

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