Proximic by Comscore Partners with FreeWheel for ID-Free CTV Audiences

Proximic by Comscore, a set of Comscore, Inc., among the leaders in the supply of solutions for audience targeting for programmatic activation, announces a partnership with FreeWheel, the world’s largest advanced technology platform dedicated to the global scale, data-driven, and convergent television revolution, to bring to market ID-free, privacy-centric audiences designed for CTV. This offers publishers simplified access to future-ready audience monetization tooling and also allows buyers to reach premium CTV content audiences at scale.

In fact, by integrating Proximic by Comscore’s data directly into FreeWheel’s ad management platform, publishers that partner with FreeWheel will have seamless access to robust content-level categorization data, including contextual advertising capabilities:

This will enable the effective packaging of inventory against in-demand segments-interest-based and purchase intent behaviors-powered by the scalable, ID-free, and privacy-preserving nature of Proximic datasets.

Buyers seeking access to targeted audiences in premium CTV inventory will use the depth of FreeWheel’s integration with DSPs to close the deal.

The industry is still mired in issues related to signal loss, and there is a further need for solutions on targeting audiences beyond ID-based methods. FreeWheel continues to expand its suite of solutions through the integration of Proximic by Comscore’s complete contextual offerings, inclusive of IAB categories, brand safety, and suitability, which together allow for detailed content-level inventory insights. Additionally, more than one thousand Proximic ID-free interest and purchase intent audiences will be made available through Audience Manager, FreeWheel’s simplified tool for ingesting, managing, and activating audiences across various screens.

Paramount is the first to market with the new solution, with additional publishers expected to be on board later this year. As the signals continue to be lost, Proximic by Comscore and FreeWheel will remain committed to investing in a privacy-first TV advertising ecosystem.