Comscore & FreeWheel establish cutting-Edge partnership

Proximic by Comscore, a branch of Comscore Inc. and a prominent provider of audience targeting solutions for programmatic activation, has formed a collaboration with FreeWheel, a global technology platform in the television advertising industry, to introduce privacy-focused ID-free audiences for CTV. This advancement offers publishers simplified access to future-ready audience monetization tools and allows buyers to target audiences on a large scale within premium CTV content.

Through the integration of Proximic by Comscore’s data directly into FreeWheel’s ad management platform, publishers partnered with FreeWheel will gain effortless access to comprehensive content-level categorization data, including contextual advertising features:

This data will enable the efficient packaging of inventory against highly sought-after segments, such as interest-based and purchase-intent behaviors, leveraging the scalable, ID-free, and privacy-preserving characteristics of Proximic datasets.

Buyers aiming to target specific audiences within premium CTV inventory will benefit from FreeWheel’s extensive network of DSP integrations to complete their transactions.

As the industry grapples with challenges related to signal loss, there is an increasing need for audience targeting solutions that extend beyond ID-based approaches. FreeWheel is expanding its suite of solutions by integrating Proximic by Comscore’s full contextual offerings, including IAB categories, brand safety, and suitability, enabling detailed content-level inventory insights. Moreover, over one thousand Proximic ID-free interest and purchase intent audiences will be made available through Audience Manager, FreeWheel’s streamlined tool for ingesting, managing, and activating audiences across various screens.

 Paramount is the first to implement this new solution, with additional publishers expected to follow later this year. As signal loss remains a challenge, Proximic by Comscore and FreeWheel are committed to investing in a privacy-centric TV advertising ecosystem.

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