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.
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.
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.
Proximic by Comscore, the company’s dedicated programmatic business, announced the release of three new and enhanced contextual solutions. These technologies are made to offer ID-free audiences scalable access across platforms. Comscore is the leading supplier of audience and content-targeting tools for programmatic activation. With more than 2,600 predictive ID-less audiences and content-level solutions available across CTV, linear, digital, DOOH, and audio, the division, which launched in March 2023, gives end users access. The additional capabilities allow targeting based on demographics or specific show viewings. Significant buy-side and sell-side platforms can also access it.
Trio of Novel Solutions
The Proximic Activation Platform, Show-Level Linear and Streaming Audiences, and ID-less Demographic Segments are three new and expanded solutions. They are run by double opt-in digital panels from Comscore. Additionally, they utilize Proximic, the top contextual AI engine from Comscore. Each solution is intended to push data to the edge of scalability, opening up new audiences and efficiency for more than 5,000 marketers globally. Clients of Proximic by Comscore are seeing considerable ROI gains.
Deep Dive into Proximic by Comscore’s new solutions for programmatic
ID-less Demographic Segments
With Proximic by Comscore’s privacy-focused, ID-free demographic segments, marketers can target content that has a high likelihood of being consumed by a certain demographic without using cookies. Additionally, they give publishers the opportunity to more effectively package their inventory for monetization in accordance with demographic criteria. This is specifically for those that have little authorized traffic for internal demographic data. These demographic categories offer an affordable approach to targeting important worldwide audiences for greater marketing performance without relying on user identifiers, thanks to Proximic’s contextual engine, which is supported by artificial intelligence.
Show-Level Linear and Streaming Audiences
Marketers can now access show-level audiences at scale and across all digital channels thanks to Proximix by Comscore’s predictive audience technology. Marketers may contact viewers of the most watched show today with more than 1700 segments available.
Proximic Activation Platform
Comscore Proximic’s Activation Platform will give media firms and advertisers unmatched control over the targeting of their advertising campaigns. Advertisers using Proximic’s Activation Platform can make use of Comscore’s unrivaled data assets thanks to the platform’s robust custom audience and content targeting capabilities. Among these is the recently introduced capability to target viewers of extremely particular product advertisements on TV. Marketers will now be able to mitigate signal loss across programmatic CTV, digital, and social campaigns with immediate effect thanks to the ability to provide unique segments in one day and reach all significant DSPs, SSPs, and social platforms.
Here’s what they said
Rachel Gantz, Managing Director of Proximic by Comscore said,
We didn’t wait for signal loss to reimagine how contextual targeting can help advertisers and publishers today. 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.
Gina Perino, VP of Ad Operations & Strategy, Blavity, Inc added,
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. 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.
Kyle Vidasolo, President, Outcomes at OMG stated,
Contextual solutions from Proximic by Comscore offer the industry a path to drive outcomes that are scalable, precise, and privacy-centric. 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.