Comscore Expands Proximic Integration with Magnite
· 2h ago · Originally reported by Pluang
Comscore is broadening the integration of its Proximic solution with Magnite, a major supply-side platform. This move aims to enhance data-driven targeting and measurement capabilities for programmatic advertising campaigns.
Why it matters
This development matters because it could improve how advertisers reach audiences and measure campaign effectiveness, making programmatic advertising more efficient.
Explain it like I’m new here
It's like giving advertisers a better map and compass so they can find the right people to show ads to online.
Terms in this story
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
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