Comscore (NASDAQ: SCOR) and Yahoo DSP have teamed up to bring linear TV intelligence into Connected TV (CTV) advertising for political campaigns with the launch of Proximic Political Audiences. This first-to-market collaboration aims to help agencies and campaigns improve voter targeting and cross-screen coordination ahead of the 2026 House, Senate, and Gubernatorial races.

The partnership enables leading political activation partners — including MiQ’s political division — to operationalize Proximic Political Audiences at scale across premium CTV inventory. By aligning CTV targeting with verified linear TV exposure, campaigns can maximize incremental reach and ensure ad dollars drive measurable impact across screens.

“Political campaigns can’t afford to treat linear and streaming as separate worlds,” said Rachel Gantz, Managing Director, Proximic by Comscore. “By bringing linear exposure data into streaming, Proximic and Yahoo are helping advertisers connect the dots across screens, turning fragmented impressions into coordinated, more effective voter reach.”

CTV has emerged as a critical touchpoint for political campaigns, but fragmented media strategies have historically limited efficiency. This collaboration leverages Comscore’s local market measurement, Proximic’s activation capabilities, and Yahoo DSP’s scaled platform to provide advertisers with an actionable, cross-platform view of voter exposure.

“Today’s voters are seeing messages everywhere, but connecting those touchpoints is what drives real impact,” said Danny Dikovsky, Head of Independent Agency Sales, Yahoo DSP. “Comscore’s depth in local TV measurement paired with Yahoo ConnectID gives campaigns unmatched precision and efficiency in streaming political advertising.”

MiQ highlights the practical benefits for campaigns: “CTV is a critical part of a holistic media strategy,” said Jesse Contario, Regional VP, Southeast and Political, MiQ. “Supported by Proximic and Yahoo, we help clients optimize CTV performance and understand true voter impact.”

Proximic Political Audiences are available for both PAC and candidate campaigns, measured at the local market level, enabling precise targeting, accountability, and optimized spend.

As political advertising ramps up for 2026, this partnership represents a pivotal shift in cross-platform campaign strategy, merging traditional linear TV data with streaming insights to deliver smarter, more measurable CTV campaigns.

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