Magnite SpringServe Publishers Access Comscore Ad Targeting Without Viewer IDs
· 1h ago · Originally reported by PPC Land
Magnite's SpringServe publishers can now use Comscore's ad targeting tools for CTV inventory without relying on individual viewer IDs. Early adopters like Future Today are combining their viewing data with contextual signals to improve ad relevance. Details on pricing, specific markets, and performance outcomes have not yet been disclosed.
Why it matters
This development shows how CTV advertising is adapting to privacy concerns by enabling targeting without personal identifiers, which could shape future industry practices.
Explain it like I’m new here
It's like showing TV ads based on what kind of shows are on, not who is watching, so you don't need to know anyone's name.
Terms in this story
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
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.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
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.
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