Comscore announces new US patent for livestream contextual intelligence technology
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Insights
The introduction of Proximic by Comscore's new contextual intelligence technology, particularly its application to livestream video content, represents a significant advancement in the realm of digital advertising. This technology enables publishers to monetize their livestream content more effectively, which could lead to an increase in revenue streams from video advertising. Moreover, the ability to offer advertisers real-time contextual targeting without reliance on traditional cookies or personal identifiers aligns with the industry's shift towards privacy-focused advertising solutions.
For investors, the patent of this technology could be a positive signal for Comscore's competitive positioning in the market. As regulatory scrutiny on user privacy intensifies and third-party cookies are phased out, Comscore's ID-free Predictive Audience taxonomy offers a viable alternative for advertisers. This innovation may drive increased demand for Comscore's services, potentially impacting the company's stock performance positively.
Contextual targeting is increasingly crucial in the advertising technology (AdTech) industry, especially in the context of 'signal loss' due to privacy regulations and the deprecation of third-party cookies. Proximic by Comscore's patent for contextualizing livestream content in real-time can be a game-changer for dynamic ad insertion. It ensures that ads are not only relevant but also brand-safe, addressing advertisers' concerns about the environment in which their ads appear.
The technology's ability to categorize content against a full ID-free taxonomy suggests a sophisticated level of understanding of video content, which is challenging due to its dynamic nature. This could lead to higher engagement rates and better campaign performance for advertisers, ultimately translating into a more attractive offering from Comscore that could draw market share from competitors.
The emphasis on ID-free solutions in Proximic by Comscore's new technology underscores the industry's pivot towards respecting user privacy while still delivering targeted advertising. The patented process of real-time contextualization without relying on personal identifiers is not only a response to regulatory changes but also a proactive approach to consumer privacy concerns.
This approach can strengthen trust among users, publishers and advertisers, potentially leading to a more sustainable ecosystem for digital advertising. Companies that prioritize privacy-friendly solutions may be better positioned to navigate the evolving regulatory landscape and maintain consumer trust, which is increasingly becoming a competitive differentiator in the market.
Innovative new contextual intelligence technology is Proximic by Comscore’s latest tool to provide accurate, real-time data to publishers and advertisers for targeting
NEW YORK, Jan. 31, 2024 (GLOBE NEWSWIRE) -- Proximic by Comscore, a division of Comscore Inc. (NASDAQ: SCOR) and a leading provider of audience and content targeting solutions for advertising activation, has announced a new US patent for its livestream contextual intelligence technology. This patented technology will support publishers to more effectively monetize their livestream video inventory and increase advertiser confidence in buying livestream media.
This patent covers Proximic by Comscore’s process of contextualizing livestream video content in real-time, including categorization against its full ID-free Predictive Audience taxonomy, to inform dynamic ad insertion.
“With this livestream technology, advertisers will be able to better ensure their ads will appear alongside content they deem contextually relevant and brand safe for real-time live video,” said Rachel Gantz, Managing Director, Proximic by Comscore. “This technological advancement is a significant development for live video advertising and couldn’t come at a better time with contextual targeting taking a larger presence amid signal loss.”
Those seeking further information can reference US Pat. No. 11,765,405
For additional information, please contact Proximic by Comscore’s Head of Sales Angela Rodriguez at arodriguez@comscore.com.
About Proximic by Comscore
Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR) is a leader in programmatic targeting. Powered by Comscore’s trusted datasets and one of the industry’s leading natural language processing contextual engine, Proximic by Comscore enables media buyers and sellers to maximize the scale and performance of their campaigns. Through their innovative suite of ID-based and ID-free audience and content targeting segments Proximic by Comscore supports the evolution of the programmatic ecosystem, enabling clients and partners to continue executing impactful advertising strategies. For more information about Proximic by Comscore, please visit www.proximic.com.
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