Comscore Launches Division for Programmatic Targeting

Comscore logo on website
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Comscore said it has launched a new division, Proximic by Comscore, dedicated to programmatic targeting.

Previously known as Comscore’s activation team, the new unit’s capabilities can be accessed by clients through Basis Technologies, LiveRamp, SXM Media’s AdWizz, Xandr’s Invest DSP and Yahoo.

“We’ve always been dedicated to using our data and AI to empower marketers to effectively reach consumers and publishers to access privacy-forward monetization tactics,” Proximic by Comscore managing director Rachel Gantz said. “This new chapter marks an even bigger stage for us to showcase our strengths. 

“As traditional targeting signals have rapidly declined, the addressability gap has widened, leaving advertisers looking for new cost-effective tactics to hit reach goals,“ she added. ”We are excited to be able to leverage the best data in the industry with innovative technologies to maximize the impact of programmatic campaigns.”

Comscore acquired Proximic in 2015. The company specialized in contextual and targeting, adding predictive audiences to help reach consumers at scale through programmatic channels. Additional capabilities, including custom audiences based on TV viewership or website visits, have also been built in.

“The need in the marketplace for innovative, holistic targeting solutions that address the full bid stream, with and without IDs, has never been greater,“ Comscore executive VP of growth Steve Bagdasarian said. “Proximic by Comscore is not just about future-proofing, they’re raising the bar for what brands can expect from the performance of campaign targeting today. Given Proximic by Comscore’s market-leading targeting capabilities, it is important to invest in the brand to meet the needs of today’s programmatic environment.” ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.