Shares of comScore, Inc. (NASDAQ: SCOR) saw a significant boost during today’s early morning session, jumping by 16.94% to $8.42. This spike coincided with the news of a significant collaboration between Horizon Media and comScore.
ComScore Entered Strategic Cooperation
Comscore (SCOR) and Horizon Media have announced a strategic partnership, with Comscore’s Proximic designated as Horizon’s go-to source for contextual information. Through this collaboration, Horizon Media will be better equipped to provide privacy-resilient targeted solutions to a worldwide clientele.
Proximic by Comscore is recognized as a leading entity in audience and content targeting for programmatic activation, while Horizon Media holds the position of the largest media agency in the U.S., as reported by Ad Age Data Center 2023.
Amidst growing challenges related to signal loss and privacy regulations, the demand for addressable audience solutions that transcend ID-dependent limitations while safeguarding consumer privacy has intensified. This alliance will enable Horizon Media’s clients to access Proximic by Comscore’s extensive, contextually-driven targeting segments, with an emphasis on Proximic’s ID-free Predictive Audiences.
These predictive segments, derived from SCOR’s substantial consented panel data and Proximic’s AI-driven contextual insights, are designed to target audiences based on purchase intent, interests, and personas without relying on user identifiers. Furthermore, Proximic’s segments are available for activation across leading demand-side platforms (DSPs) such as The Trade Desk, including premium connected TV inventory.
Recent comparative testing has demonstrated that ID-free Predictive Audiences deliver impressive results, achieving an average of 96% incremental reach compared to ID-based methods. This makes them a powerful tool for brands seeking effective addressable audience targeting.
Advancing YouTube Measurement Capabilities
In addition to this significant partnership, comScore has recently expanded its measurement capabilities by offering a comprehensive view of YouTube audiences across all digital devices in the U.S. This enhancement includes a holistic view of YouTube traffic on desktop, mobile, and connected TV (CTV), thereby augmenting Comscore’s existing reporting on YouTube video traffic. This development underscores comScore’s commitment to providing an advanced and differentiated measurement solution in the industry.
