PubMatic has integrated Proximic, a contextually driven targeting solution, created by Comscore, to help media buyers move away from ID-based user targeting (lead image: PubMatic’s Brandon Lee, director, addressability, APAC).
Comscore’s solutions are powered by Proximic’s contextual natural language processing engine and intelligent categorisation technology. This should give marketers and media companies the tools to drive incremental reach and performance at scale sans IDs.
Data from Proximic by Comscore is available to media buyers using PubMatic’s Connect platform now. The platform provides privacy-first access to data and insights to enhance how inventory and data are packaged and transacted.
The new integration with Comscore should give PubMatic’s clients the chops to leverage new targeting options to reach audiences in premium, brand-safe environments across desktop, mobile, and connected TV (CTV).
“We are excited to partner with PubMatic to make our Predictive Audiences easily accessible for targeting on the sell-side,” said Jessica Trainor, head of partnerships, Proximic by Comscore.
“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.”
“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,” said Lee.
“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.”
