Comscore and FreeWheel Enhance CTV Advertising Partnership
Comscore and FreeWheel Partnership Overview
Comscore Inc. (NASDAQ: SCOR), a leading provider of audience targeting solutions, has formed a strategic partnership with FreeWheel. This collaboration aims to enhance the capabilities of privacy-resilient, ID-free audience targeting for Connected TV (CTV) advertising. The initiative will empower publishers with access to advanced monetization tools while allowing buyers to effectively reach targeted audiences across premium CTV content.
Innovative Integrations for Enhanced Targeting
The integration of Proximic by Comscore’s data into FreeWheel’s ad management platform marks a significant advancement in the advertising landscape. This allows FreeWheel publishers to utilize content-level categorization data and contextual advertising capabilities:
Key Features of Integration
- Access to scalable inventory packaging against high-demand segments, focusing on interest and purchase intent behaviors without relying on IDs.
- Extensive network integrations enable buyers to effectively transact on targeted premium CTV inventory.
As the industry grapples with challenges related to signal loss, the demand for alternative audience targeting approaches grows. FreeWheel is expanding its suite of offerings to feature Proximic by Comscore’s comprehensive contextual suite, including IAB categories and brand safety measures that provide valuable insights into content-level inventory.
Amplifying Privacy-Forward Solutions
Matt Clark, Vice President of Partnerships at FreeWheel, emphasized the importance of privacy-resilient audience-targeting solutions in modern media campaigns. He stated that by collaborating with Proximic by Comscore, FreeWheel enhances data options that respect consumer privacy while maximizing the efficacy of engagement strategies.
Industry Support for Programmatic Transformation
Paramount is notably the first major entity to adopt this innovative solution, aiming to elevate programmatic activation and broaden targeting capabilities with the inclusion of interest and intent signals. Leo O’Connor, SVP of Advertising at Paramount, highlighted how Comscore’s ID-free data expands advertising flexibility for diverse campaigns across a vast digital content landscape.
Continued Investment in Privacy-Centric Advertising Ecosystem
Rachel Gantz, Managing Director at Proximic by Comscore, shared her enthusiasm about the partnership, emphasizing the need for privacy-resilient solutions as the programmatic TV advertising landscape undergoes significant changes. The partnership aims to transform the nature of programmatic TV into a more effective advertising environment.
Benefits for Diverse Industries
Sari Applebaum, Senior Director of Digital Investment at Hearts & Science, expressed the value of having targeted audience options, particularly within the pharmaceutical sector, while maintaining data privacy integrity. This flexibility unlocks CTV's potential and allows for strategic advertising placements without compromising consumer trust.
About FreeWheel
FreeWheel is committed to empowering various segments within the advertising ecosystem. With an extensive range of solutions, they enable transactions across diverse screens and data types to drive results for marketers. This approach helps advertisers optimize their strategies while advocating for the entire industry through their initiatives, such as the FreeWheel Council for Premium Video.
About Proximic by Comscore
Proximic, a division of Comscore, Inc. (NASDAQ: SCOR), stands at the forefront of programmatic targeting. By leveraging Comscore's trusted datasets and advanced natural language processing engines, Proximic facilitates impactful audience and content targeting strategies that elevate advertising performance. Their innovative offerings include both ID-based and ID-free audience segments, reflecting their dedication to advancing the programmatic landscape.
Frequently Asked Questions
What is the main goal of the Comscore and FreeWheel partnership?
The primary goal is to enhance privacy-resilient, ID-free audience targeting solutions for Connected TV advertising, enabling better access to audience monetization tools.
How does the integration benefit publishers?
Publishers gain access to extensive content-level data and contextual advertising capabilities, allowing for improved inventory packaging and audience targeting.
What impact does this partnership have on advertisers?
Advertisers can leverage enhanced targeting capabilities that respect consumer privacy, broadening their options for engaging audiences across premium CTV environments.
Who was the first adopter of this new solution?
Paramount is the first major entity to adopt the innovations provided through the partnership between Comscore and FreeWheel, enhancing their advertising capabilities.
What does FreeWheel aim to achieve in the advertising ecosystem?
FreeWheel aims to provide a comprehensive suite of solutions to help advertisers effectively transact across screens and data types, ultimately delivering measurable results for their marketing goals.
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