New First-to-Market Political Ad Exposure
Segments Empower Political Marketers to Reach Custom Audiences with
Local Level Precision
NEW
YORK, Oct. 24, 2023 /PRNewswire/
-- Proximic by Comscore, a division of Comscore
Inc. (NASDAQ:SCOR) and a leading provider of audience and
content targeting solutions for programmatic activation, has
enabled a new suite of audience segments that reach users based on
exposure to specific political campaigns and local TV exposure. The
new segments arrive today, available exclusively to clients of
global digital media-buying platform, The Trade Desk.
Heading into the 2024 election year that's forecasted to exceed
a record $10 billion in political ad
spend1, these new segments allow marketers to reach
political audiences in a privacy-centric way, using Comscore's
unique, customizable political TV ad exposure segments. Available
at the presidential, senate, house and gubernatorial level,
Proximic by Comscore is building on its commitment to providing
marketers with precise and scalable ways to reach their intended
audiences.
"As more political advertisers look for ways for greater reach
with right audiences, digital advertising becomes a critically
important component to media campaigns. The open internet provides
opportunities for political advertisers to apply more data to
better understand what messages resonate with audiences," said
Kevin Fisher, GM, Business
Development, The Trade Desk. "In working with Proximic by Comscore,
we're presenting an innovative and privacy-centric offering to
marketers across connected TV."
"With the 2024 election season on the horizon and
record-breaking spending anticipated, Proximic is excited to
integrate our Political Ad Exposure segments into The Trade Desk to
empower advertisers to reach political audiences in a
privacy-centric manner," said Rachel
Gantz, Managing Director of Proximic by Comscore. "Media
buyers will now have the ability to extend reach and drive
incrementality over linear, to effectively compete in this
hyper-competitive race."
The political TV ad exposure custom segments are available as
ID-based audiences and ID-free contextual Predictive Audiences.
Primary use cases include:
- Reach extension: Marketers can suppress viewers of
a candidate's linear TV ads to achieve digital and CTV
incrementality
- Amplify frequency: Marketers can reach viewers of a
candidate's linear TV ads to increase or reduce frequency across
other channels
- Increase share of voice: Marketers can target audiences
who have been exposed to competitor candidates' ads, to increase
their own share of voice
The launch of Proximic by Comscore's political local TV ad
exposure segments adds to Proximic's existing offering of dynamic
political advertising capabilities.
For further 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 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.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad
buyers can create, manage, and optimize digital advertising
campaigns across ad formats and devices. Integrations with major
data, inventory, and publisher partners ensure maximum reach and
decisioning capabilities, and enterprise APIs enable custom
development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across
North America, Europe, and Asia
Pacific. To learn more, visit thetradedesk.com or
follow us on Facebook, Twitter, LinkedIn
and YouTube.
Proximic by Comscore Media Contact
KCSA Strategic
Communications
comscore@kcsa.com
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SOURCE Comscore; Proximic by Comscore