PubMatic Partners with Comscore’s Proximic for ID-Less Targeting
PubMatic, an independent technology company focused on digital advertising’s future supply chain, has teamed up with Proximic by Comscore to integrate the latter’s Predictive Audiences and Content Targeting solutions into the PubMatic platform. These solutions are contextually driven alternatives to ID-based targeting, allowing marketers and media companies to boost their reach and performance without relying on IDs. PubMatic’s Connect platform provides media buyers with privacy-first access to data and insights, making data from Proximic by Comscore available to them. The integration enables PubMatic’s clients to reach key audiences across various devices and platforms, including desktop, mobile, and connected TV, in a premium and brand-safe environment.
Jessica Trainor, Head of Partnerships, Proximic by Comscore said,
We are excited to partner with PubMatic to make our Predictive Audiences easily accessible for targeting on the sell side. This partnership offers buyers access to ID-less audiences that can be applied to private marketplaces to help close the addressability gap left by the many compounding factors driving signal loss in our industry.
Mark Williams, Senior Director, Audience Solutions, EMEA at PubMatic said,
PubMatic is committed to providing advertising solutions that deliver results. This partnership with Proximic by Comscore enables us to offer addressable audiences, incremental reach and performance to our clients. Digital advertising industry is shifting from buy-side to sell-side targeting, a strategy that delivers superior addressability and performance for both publishers and advertisers in a privacy-centric matter.
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