Proximic by Comscore Integrates Contextual Targeting with Magnite’s CTV Platform
· 2h ago · Originally reported by MarTech Series
Comscore's Proximic has expanded its partnership with Magnite, integrating its contextual and audience targeting tools into Magnite’s SpringServe CTV video platform. This integration enables publishers to access new demand and allows advertisers to run privacy-focused campaigns without relying on user IDs.
Why it matters
This matters because it helps advertisers reach audiences on connected TV using privacy-friendly methods, while publishers can attract more ad spend through improved targeting capabilities.
Explain it like I’m new here
It's like giving TV advertisers a smarter map to find the right viewers without needing anyone's personal info.
Read the original at MarTech Series
Terms in this story
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.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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.
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.
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