Horizon Media Taps Comscore as Preferred Contextual Intelligence Provider to Tackle Signal Loss and Privacy Challenges
Horizon Media, the largest U.S. media agency, has selected Proximic by Comscore as their preferred contextual intelligence provider to address signal loss and privacy challenges. This partnership will provide Horizon Media's global clients with privacy-resilient targeting capabilities using Proximic's AI-powered contextual technology.
Key points:
- Clients will have access to thousands of contextually-powered targeting segments, focusing on ID-free Predictive Audiences
- Segments are built from Comscore's consented panel data and Proximic's AI contextual intelligence
- Available for activation across leading DSPs, including premium connected TV inventory
- Testing shows ID-free Predictive Audiences drive 96% incremental reach over ID-based tactics
This partnership aims to provide a solution for brands seeking addressable audience targeting while respecting consumer privacy in the face of increasing signal loss and privacy regulations.
Horizon Media, la più grande agenzia media degli Stati Uniti, ha selezionato Proximic di Comscore come fornitore preferito di intelligenza contestuale per affrontare la perdita di segnali e le sfide legate alla privacy. Questa collaborazione offrirà ai clienti globali di Horizon Media capacità di targeting resistenti alla privacy grazie alla tecnologia contestuale potenziata dall'IA di Proximic.
Punti chiave:
- I clienti avranno accesso a migliaia di segmenti di targeting potenziati contestualmente, focalizzandosi su Audience Predittive senza ID
- I segmenti sono costruiti a partire dai dati panel con consenso di Comscore e dall'intelligenza contestuale AI di Proximic
- Disponibile per attivazione attraverso i principali DSP, inclusi gli spazi pubblicitari premium per la TV connessa
- I test dimostrano che le Audience Predittive senza ID generano un 96% di copertura incrementale rispetto alle tattiche basate su ID
Questa partnership mira a fornire una soluzione per i marchi che cercano un targeting di audience indirizzabile, rispettando al contempo la privacy dei consumatori di fronte all'aumento della perdita di segnale e delle normative sulla privacy.
Horizon Media, la agencia de medios más grande de EE. UU., ha seleccionado Proximic de Comscore como su proveedor preferido de inteligencia contextual para abordar la pérdida de señales y los desafíos de privacidad. Esta asociación proporcionará a los clientes globales de Horizon Media capacidades de segmentación resilientes a la privacidad utilizando la tecnología contextual potenciada por IA de Proximic.
Puntos clave:
- Los clientes tendrán acceso a miles de segmentos de segmentación contextual, enfocándose en Audiencias Predictivas sin ID
- Los segmentos se construyen a partir de los datos de panel consentidos de Comscore y de la inteligencia contextual AI de Proximic
- Disponible para activación en los principales DSP, incluyendo inventario premium de TV conectada
- Las pruebas muestran que las Audiencias Predictivas sin ID generan un 96% de alcance incremental sobre las tácticas basadas en ID
Esta asociación tiene como objetivo proporcionar una solución para las marcas que buscan segmentación de audiencia direccionable, respetando la privacidad del consumidor frente al aumento de la pérdida de señal y a las regulaciones de privacidad.
미국 최대의 미디어 에이전시인 Horizon Media가 신호 손실과 개인정보 보호 문제를 해결하기 위해 Comscore의 Proximic을 선호하는 맥락적 지능 제공업체로 선정했습니다. 이번 파트너십은 Horizon Media의 글로벌 고객에게 Proximic의 AI 기반 맥락 기술을 사용한 개인정보 보호 저항적 타겟팅 능력을 제공합니다.
주요 사항:
- 고객은 ID 없는 예측 관객에 중점을 두고 수천 개의 맥락 기반 타겟팅 세그먼트에 접근할 수 있습니다.
- 세그먼트는 Comscore의 동의된 패널 데이터와 Proximic의 AI 맥락 지능에서 구축됩니다.
- 프리미엄 연결 TV 인벤토리를 포함한 주요 DSP를 통해 활성화 가능합니다.
- 테스트 결과 ID 없는 예측 관객이 ID 기반 전술에 비해 96%의 추가 도달률을 제공하는 것으로 나타났습니다.
이번 파트너십은 신호 손실과 개인정보 보호 규제가 증가하는 상황에서 소비자 개인정보를 존중하면서 타겟팅 가능한 관객을 찾는 브랜드를 위한 솔루션을 제공하는 것을 목표로 합니다.
Horizon Media, la plus grande agence média des États-Unis, a sélectionné Proximic de Comscore comme son fournisseur préféré d'intelligence contextuelle pour faire face à la perte de signaux et aux défis de la vie privée. Ce partenariat offrira aux clients mondiaux d'Horizon Media des capacités de ciblage résilientes en matière de confidentialité en utilisant la technologie contextuelle alimentée par l'IA de Proximic.
Points clés :
- Les clients auront accès à des milliers de segments de ciblage contextuels, se concentrant sur les audiences prédictives sans ID
- Les segments sont construits à partir des données du panel consenties de Comscore et de l'intelligence contextuelle de Proximic basée sur l'IA
- Disponibles pour activation via les principaux DSP, y compris l'inventaire premium de télévision connectée
- Des tests montrent que les audiences prédictives sans ID génèrent 96 % de portée supplémentaire par rapport aux tactiques basées sur l'ID
Ce partenariat vise à fournir une solution aux marques à la recherche d'un ciblage d'audience adressable tout en respectant la vie privée des consommateurs face à l'augmentation de la perte de signaux et des réglementations sur la vie privée.
Horizon Media, die größte Medienagentur in den USA, hat Proximic von Comscore als ihren bevorzugten Anbieter für kontextuelle Intelligenz ausgewählt, um die Herausforderungen von Signalverlust und Datenschutz zu bewältigen. Diese Partnerschaft wird den globalen Kunden von Horizon Media datenschutzresistente Targeting-Fähigkeiten bieten, die auf der KI-gestützten Kontexttechnologie von Proximic basieren.
Wichtige Punkte:
- Kunden haben Zugang zu Tausenden von kontextbasierten Targeting-Segmenten, die sich auf ID-freie Vorhersageaudienzen konzentrieren.
- Die Segmente werden aus den einwilligten Paneldaten von Comscore und der kontextuellen KI von Proximic erstellt.
- Verfügbar zur Aktivierung über führende DSPs, einschließlich erstklassigem verbundenen TV-Inventar.
- Tests zeigen, dass ID-freie Vorhersageaudienzen 96% zusätzliche Reichweite im Vergleich zu ID-basierten Taktiken generieren.
Diese Partnerschaft zielt darauf ab, eine Lösung für Marken zu bieten, die ansprechbare Zielgruppensegmentierung suchen und dabei die Privatsphäre der Verbraucher in Anbetracht der zunehmenden Signalverluste und Datenschutzbestimmungen respektieren.
- Partnership with Horizon Media, the largest U.S. media agency, expanding Comscore's market reach
- Provision of privacy-resilient targeting capabilities addressing signal loss and privacy challenges
- ID-free Predictive Audiences show 96% incremental reach over ID-based tactics
- Availability of segments across leading DSPs, including premium connected TV inventory
- None.
Insights
This partnership between Horizon Media and Comscore marks a significant shift in digital advertising strategies. With increasing privacy regulations and signal loss challenges, the industry is pivoting towards more privacy-resilient targeting methods. Comscore's AI-powered contextual technology, particularly their ID-free Predictive Audiences, offers a solution that respects consumer privacy while maintaining targeting effectiveness.
The reported
Comscore's AI-powered contextual technology is at the forefront of addressing the industry's privacy challenges. Their approach of using massive consented panel data assets combined with AI contextual intelligence to create Predictive Audiences is innovative. This method allows for targeting based on purchase intent, interests and personas without relying on user identifiers, which is important in a post-cookie world.
The integration with leading DSPs like The Trade Desk, especially for premium CTV inventory, shows the versatility and scalability of this solution. As the industry moves away from third-party cookies, technologies like Comscore's that can provide effective targeting without compromising privacy will likely see increased demand and adoption.
Through this partnership, Horizon Media will enable its global client base with privacy-resilient targeting capabilities leveraging Proximic by Comscore's AI-powered contextual technology
NEW YORK, Aug. 14, 2024 (GLOBE NEWSWIRE) -- Proximic by Comscore, a division of Comscore Inc. (NASDAQ:SCOR) and a leading provider of audience and content targeting solutions for programmatic activation, and Horizon Media, the largest U.S. media agency according to Ad Age Data Center 2023, today announced a strategic partnership in which Horizon Media selects Proximic by Comscore as their preferred contextual intelligence provider to streamline access to privacy-resilient targeting at scale for its extensive global client base.
In light of compounding signal loss and privacy regulation challenges, the industry faces a rising need for addressable audiences capable of surpassing the limitations of ID-dependent solutions while respecting consumer privacy. With this partnership, Horizon Media’s clients will seamlessly tap into thousands of Proximic by Comscore’s contextually-powered targeting segments, with a specific focus on Proximic’s ID-free Predictive Audiences. These highly predictive segments are built from Comscore’s massive consented panel data assets and Proximic’s AI contextual intelligence to enable reach against audience definitions such as purchase intent, interest and personas without leveraging user identifiers.
Proximic by Comscore’s segments are available for Horizon Media’s clients to activate across leading DSPs like The Trade Desk, including across premium connected TV inventory. In recent head-to-head testing, ID-free Predictive Audiences have proven to drive significant scale with an average of
“In light of signal loss and increased global privacy regulations, sophisticated media buyers like Horizon have already begun to adopt privacy-focused technologies that will insulate them from these ongoing shifts in the identity landscape,” said Kathryn Roganti, Senior Vice President, Brand & Agency at Proximic by Comscore. “Our partnership with Horizon will enable them to support clients who are navigating the choppy waters of the targeting ecosystem, using trusted, privacy-resilient data.”
“At Horizon, we are dedicated to finding innovative solutions to persistent industry challenges like signal loss, empowering our clients to achieve superior results,” said Alexander Stone, Senior Vice President of Advanced Video and Agency Partnerships. “We are excited to expand our partnership with Comscore to include Proximic by Comscore’s cutting-edge targeting technology, which has consistently improved outcomes across our client portfolio.”
About Horizon
Horizon Media, the largest U.S. media agency according to Ad Age Data Center 2023, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than
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 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-less 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.
Media Contact:
Jenny Mulholland
press@comscore.com
FAQ
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