Comscore launched an AI-powered Data Partner Network to enhance audience targeting and data monetization for advertisers.
Quiver AI Summary
Comscore has launched its AI-powered Data Partner Network, allowing third-party data providers to transform their ID-based datasets into scalable, privacy-first audience segments using the company's Proximic AI technology. This initiative aims to enhance audience reach for advertisers and boost campaign performance, as evidenced by a significant growth in segments like 'online holiday shoppers'. The network enables the generation of ID-free audience segments that can be utilized across various demand-side platforms (DSPs) and supply-side platforms (SSPs). Over 10 data providers, including well-known companies like AnalyticsIQ and TransUnion, are already participating. The program emphasizes the importance of a privacy-centric approach to audience targeting, helping advertisers effectively reach audiences while supporting publishers and data providers in monetizing their offerings.
Potential Positives
- Launch of the AI-powered Data Partner Network enhances Comscore's offerings by enabling third-party data providers to create scalable, privacy-first audience segments.
- The partnership with over 10 prominent data providers strengthens Comscore's ecosystem and expands its market reach.
- Demonstrated effectiveness of the AI predictive technology, with a reported 95% increase in the 'online holiday shoppers' segment, shows promising potential for improved campaign performance.
- Support from industry leaders like MiQ and Circana underscores the value and credibility of Comscore's new initiative in the evolving digital advertising landscape.
Potential Negatives
- Despite the launch of the new AI-powered Data Partner Network, the press release does not provide detailed information on how this initiative addresses existing market challenges or competition, raising questions about its effectiveness and potential impact.
- The reliance on third-party data providers may expose Comscore to risks related to data privacy compliance, especially given the increasing scrutiny and regulations around data usage and consumer privacy.
- The announcement may highlight the growing dependence on AI technology within the company, which could lead to concerns about potential job displacements or reductions in traditional data analysis roles.
FAQ
What is the AI-powered Data Partner Network by Comscore?
The Data Partner Network enables third-party data providers to create scalable, privacy-first audiences using Comscore's AI predictive technology.
How does Proximic by Comscore enhance audience targeting?
Proximic uses AI technology to generate privacy-first ID-free audience segments that improve precision and campaign performance across various platforms.
Who are the participants in Comscore's Data Partner Network?
Over 10 data providers, including AnalyticsIQ, Dynata, and TransUnion, are participating in the Data Partner Network to enhance audience targeting.
What benefits does the Data Partner Network offer advertisers?
The Network provides precision at scale, enabling advertisers to efficiently reach target audiences while driving strong campaign performance.
How does Comscore ensure privacy in audience segmentation?
The Data Partner Network generates audiences that are addressable, privacy-aligned, and scalable, ensuring compliance with evolving privacy regulations.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
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Full Release
RESTON, Va., Sept. 03, 2025 (GLOBE NEWSWIRE) -- Comscore, a global leader in measuring and analyzing consumer behaviors, today announced the launch of its AI-powered Data Partner Network, a new initiative that enables third-party data providers to convert their ID-based datasets into scalable, privacy-first audiences using Proximic by Comscore’s proprietary AI predictive technology.
This Network is designed to unlock the full value of partner data to extend audience reach for advertisers and deliver campaign performance. For example, Proximic by Comscore’s ID-based ‘online holiday shoppers’ segment grew by over 95% when its own AI predicted technology was applied. By running third-party partner audiences through Proximic by Comscore’s AI predictive technology and Comscore’s truth set panels, the Network generates privacy-first ID-free audience segments that can be activated across any DSP and multiple SSPs.
More than 10 data providers, including AnalyticsIQ, Circana, Dynata, Eyeota, a Dun & Bradstreet company, L2 Data, Lighthouse-Ameribase, a Stirista Company, LBDigital, a Stirista Company, Polk Automotive Solutions from S&P Global Mobility, PurpleLab®, RevOptimal, Symphony Health, an ICON plc company, Throtle, TransUnion and others, are already participating.
“We’re building an ecosystem where every participant benefits: advertisers get precision at scale, publishers unlock smarter monetization, and data providers future-proof their business," said Rachel Gantz, Managing Director, Proximic by Comscore.
Global programmatic media partner MiQ has already seen significant results with the AI-powered technology, deploying these segments across many CTV campaigns to drive improved reach and reduced cost per unique reach.
“The future of audience targeting is a privacy-centric approach that still drives scale and performance outcomes,” said Sara Sowsian, Director, US Product Partnerships at MiQ. “It’s a balancing act that’s critical to the future of digital advertising, and we’re excited about how Proximic by Comscore’s Data Partner Network supports that goal—helping our clients at MiQ reach the right audiences efficiently and responsibly in a rapidly evolving ecosystem.”
“Proximic by Comscore’s Data Partner Network gives us a new way to extend our audiences, while driving strong advertiser performance and smarter monetization, with Circana’s best-in-class audiences now with Proximic's AI technology,” added Michael Quinn, SVP Global Media at Circana.
The Data Partner Network acts as the connective layer between data providers and the evolving needs of the marketplace. Partners can seamlessly plug into Proximic by Comscore’s technology, ensuring their data remains addressable, privacy-aligned, and scalable, even as traditional signals like cookies and mobile IDs continue to erode.
About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging third-party source for reliable and comprehensive cross-platform measurement.
Media:
Marie Scoutas
Comscore, Inc.
[email protected]
