Proximic by Comscore, a division of Comscore and a provider of audience targeting solutions for programmatic activation, and FreeWheel, a technology platform for the television advertising industry, have announced a partnership to support privacy-resilient ID-free audiences for CTV. The innovation aims to provide publishers with streamlined access to future-proofed audience monetisation tools and provide buyers the ability to reach targeted audiences at scale across premium CTV content.
With the integration of Proximic by Comscore’s data directly into FreeWheel’s ad management platform, publishers working with FreeWheel will be able to seamlessly access extensive content-level categorisation data, including contextual advertising capabilities.
“With CTV now a core component of modern media campaigns, the industry needs a multitude of solutions that unlock audience targeting and content-level buying across premium video while still respecting consumer privacy,” said Matt Clark, Vice President, Partnerships, FreeWheel. “By partnering with Proximic by Comscore, FreeWheel is facilitating even more data optionality in a privacy-first manner by combining the power of purchase data and content-level insights across premium streaming publishers at scale.”
“At Paramount, we are committed to providing best-in-class programmatic activation and making television a full-funnel performance vehicle for advertisers of all sizes,” said Leo O’Connor, SVP of Advertising at Paramount. “Comscore’s ID-free audience data expands our targeting capabilities within our EyeQ solution to include interest and intent signals, providing more flexibility and choice for advertisers looking to activate scalable audience buys across Paramount’s massive domestic and international digital content portfolio in a privacy-sensitive manner.”
“As the programmatic TV advertising landscape undergoes critical transformation, we’re thrilled to be joining forces with FreeWheel to provide publishers and media buyers with privacy-resilient, ID-free audience targeting solutions when and where they need them the most,” commented Rachel Gantz, Managing Director, Proximic by Comscore. “Together with FreeWheel, Comscore is changing the fundamental nature of programmatic TV into an effective, privacy-forward advertising environment.”
“Having access to options for reaching targeted audiences, especially within the pharmaceutical vertical, across premium video content and without infringing on a consumer’s data privacy helps us unlock the potential of CTV for our business,” commented Sari Applebaum, Senior Director of Digital Investment, Hearts & Science.
Paramount is the first to adopt this new solution, and it will be available for additional publishers later this year.
