Paramount among first to adopt new CTV audiences as part of its EyeQ Select solution, enabling ID-free interest and intent audience buying across its global portfolio

Proximic by Comscore, a division of Comscore Inc. and a leader in audience targeting solutions for programmatic activation, has partnered with FreeWheel, a global technology platform for the television advertising industry. This partnership introduces privacy-resilient, ID-free audience targeting solutions for Connected TV (CTV), enabling publishers and buyers to engage targeted audiences at scale across premium CTV content.

• Partnership Overview:

  • The collaboration between Proximic by Comscore and FreeWheel focuses on supporting privacy-resilient, ID-free audiences in the CTV space.
  • The integration of Proximic by Comscore’s data into FreeWheel’s ad management platform streamlines access to audience monetization tools for publishers and enhances targeting capabilities for buyers.

• Privacy-Resilient Audience Targeting:

  • Proximic by Comscore provides content-level categorization data, including contextual advertising capabilities, without relying on ID-based solutions.
  • This innovation addresses the industry's growing demand for scalable audience targeting in the face of signal loss challenges.

• Benefits for Publishers and Buyers:

  • For Publishers: The integration allows publishers to package inventory against high-demand segments like interest and purchase-intent behaviors in a scalable and privacy-resilient manner.
  • For Buyers: Buyers can leverage FreeWheel’s extensive network of Demand-Side Platform (DSP) integrations to reach targeted audiences across premium CTV inventory.

• Industry Impact:

  • The partnership comes at a crucial time as the industry shifts towards more privacy-centric solutions for programmatic TV advertising.
  • Paramount is the first major publisher to adopt this solution, setting a precedent for other publishers who will have access later this year.

• Expert Insights:

  • FreeWheel: Matt Clark, VP of Partnerships at FreeWheel, emphasizes the importance of unlocking audience targeting and content-level buying across premium video in a privacy-first manner.
  • Paramount: Leo O’Connor, SVP of Advertising at Paramount, highlights the expanded targeting capabilities within their EyeQ solution, which now includes Proximic’s interest and intent signals.
  • Proximic by Comscore: Rachel Gantz, Managing Director at Proximic by Comscore, underscores the transformative impact of their privacy-resilient, ID-free audience targeting solutions on the programmatic TV landscape.
  • Hearts & Science: Sari Applebaum, Senior Director of Digital Investment, praises the ability to reach targeted audiences in a privacy-sensitive manner, especially within the pharmaceutical vertical.

The partnership between Proximic by Comscore and FreeWheel represents a significant advancement in privacy-resilient, ID-free audience targeting for CTV. As the industry continues to navigate signal loss and privacy concerns, this collaboration provides a forward-looking solution that benefits both publishers and buyers, with Paramount leading the charge in adopting this innovative approach.