Proximic Comscore, a leading provider of audience and content targeting solutions for programmatic activation, has debuted a whole new suite of audience segments that reach users based on exposure to specific political campaigns and local TV exposure. It is specifically made for clients with global exposure in the digital media-buying platform. The new political ad exposure will empower marketers to reach audiences in a privacy-centric way.
According to a report by Trade Desk, this will help unlock several boundaries as the country heads into the 2024 election year. It stated that ad spend for this year has been estimated to exceed a record $10 billion in political and these new segments allow marketers to reach political audiences in a privacy-centric way, using Comscore’s unique, customizable political TV ad exposure segments.
Proximic by Comscore explained that as a platform, it is focused on building on its commitment to providing marketers with precise and scalable ways to reach their intended audiences.
Kevin Fisher, GM, Business Development, The Trade Desk, pointed out that this will present an innovative and privacy-centric offering to marketers across connected TV.
While Rachel Gantz, Managing Director of Proximic by Comscore said, “Media buyers will now have the ability to extend reach and drive incrementality over linear, to effectively compete in this hyper-competitive race.
“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.
“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.”